Pier Review

Pier Review: Sustainability toolkit for British seaside piers 2020

ISBN: 9781858993195

Written and compiled by Dr Anya Chapman, Steven Richards & Professor Adam Blake, Bournemouth

University

Acknowledgements

The authors would like to thank the following people and organisations:

Anne Ackord, Chief Executive Officer, The Brighton Pier Group

Ben Adeney, Chief Executive, Swanage Pier Trust

Nick Baker, Corporate Director & Head of Paid Service, and Russell Tanner, Assets and

Property Programme Manager, North Norfolk District Council

Billy Ball, Managing Director, Clacton Pier

John Bollom, Managing Director, Mumbles Pier

James Courtenay, Councillor and Deputy Leader (2011-2019), Southend Borough Council

Rory Holburn, Executive Director, Openwide International

Ian Jones, Town Clerk, Bangor City Council

Doreen Stone, Chairperson, and Andy Harvey, Trustee, Herne Bay Pier Trust

Stanley Threadwell, Managing Director, Felixstowe Pier

Tim Wardley, Chairman, National Piers Society

Gabriella Wilkinson, Administration Manager, Skegness Pier/UK Piers Ltd

The National Piers Society for access and use of their pier-related news archives to

research and compile the Pier Review database.

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CONTENTS

Executive Summary ......................................................................................................................... 5

1. Introduction ............................................................................................................................... 8

2. History and development of British seaside pleasure piers............................................. 9

3. Contemporary British seaside resorts and their piers ................................................... 13

4. Pier review: review of seaside pleasure piers in 2020 ..................................................... 16

4.1 Headline figures .................................................................................................................... 17

4.2 Pier categories ...................................................................................................................... 17

1) Waiting for the tide to turn.................................................................................................... 17

2) Rising from the waves ............................................................................................................. 17

3) Seaside Special: Reflecting seaside entertainments and pastimes............................................ 18

4) Heritage piers: Encapsulating the heritage of the British Seaside .......................................... 20

5) 21st Century Innovators: Adapting to contemporary consumer demands ............................ 22

4.3 Pier Review: Analysis and evaluation of British seaside piers..................................... 24

5. Pier pressure: challenges faced by seaside pleasure piers ............................................. 35

5.1 Pier design: ............................................................................................................................ 35

5.2 Pier risks: ............................................................................................................................... 38

5.3 Pier costs: .............................................................................................................................. 40

6. Best practice piers: the top ten seaside pleasure piers .................................................. 45

6.1 Bournemouth Pier: Unique adventure sports attractions .......................................... 46

6.2 Brighton Palace Pier: The most visited pier in the UK................................................ 48

6.3 Clacton Pier: The all-weather pier ................................................................................... 50

6.4 Cromer Pier: The finest seaside pier theatre entertainment .................................... 52

6.5 Felixstowe Pier: Successful product and market diversification................................ 54

6.6 Herne Bay Pier: A vibrant pier operated by a charitable trust .................................. 56

6.7 Mumbles Pier: The most experienced pier operators in the UK .............................. 58

6.8 Skegness Pier: Continuously updating product offering .............................................. 60

6.9 Southend Pier: The longest pleasure pier in the world ............................................... 62

6.10 Swanage Pier: Securing funding for a sustainable future .......................................... 64

7. Pier sustainability toolkit ...................................................................................................... 66

Pier Sustainability Toolkit: Seaside Special Piers ................................................................ 67

Pier Sustainability Toolkit: 21st Century Innovator Piers .................................................. 68

Pier Sustainability Toolkit: Heritage Piers ........................................................................... 69

8. Conclusions: Sustainable seaside pleasure piers .............................................................. 70

8.1 Recommendations ............................................................................................................... 70

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EXECUTIVE SUMMARY

Executive Summary

Pier Review 2020: Headline Figures

Pier ownership: 54% of piers operate within the commercial sector, 31% are local-authority owned and operated, 7% are owned and operated by third-sector

organisations, and the remaining 8% operate through a partnership between public

and third sector organisations.

Current status: the vast majority of piers – 75% - are open and in good or

satisfactory state of repair. A further 17% of piers are in need of

maintenance/refurbishment work or are currently undertaking repairs. This leaves 8% of piers (5 in total) currently closed to the public, with two piers (Southampton Royal

and Weston Birnbeck Piers) at imminent risk of being lost.

Listed status: almost half of all British seaside pleasure piers – 49% - are not afforded listed status because many of these piers have been significantly redeveloped

or have lost sections of their original structures. However, Blackpool South and

Central Piers appear to be notable exceptions to having listed status. 38% of seaside piers are Grade II (or equivalent) listed as structures of special interest, with a further

11% being Grade II* (important structures of more than special interest). This leaves less than 2% of seaside piers – only Clevedon Pier – as Grade 1 listed (structures of

exceptional interest).

Pier Review 2020: Pier Categories

Waiting For The Tide To Turn: Closed and derelict piers that are at risk of being lost. Piers in this category may have

support for regeneration but face numerous barriers. There are currently two piers in this category: Weston Birnbeck

Pier and Southampton Royal Pier.

Rising From the Waves: These piers are currently closed, but have established redevelopment/rebuilding plans

underway, with significant community support. There are currently three piers in this category: Ramsey Queen’s,

Totland Bay, and Colwyn Bay Pier.

Seaside Special: The key target market is

families. These piers have a mass appeal to visitors, and are used by the local community for special

events, fishing, or out-of-season strolls. 25 piers are classified as Seaside Special piers. 80% of the

piers in this category are in commercial ownership. The remaining 20% of Seaside Special piers are in

public sector ownership, with attractions and

facilities leased to commercial tenants.

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EXECUTIVE SUMMARY

Pier Review 2020: Pier Categories

Heritage Piers: The key target market is the

mature family market and those aged 50+. Heritage piers are valued by their local communities who

view them as a key leisure/recreation facility, and

are well-loved by visitors who enjoy the nostalgia

of a visit to a heritage pier. There are 19 piers

along the British coast classified as Heritage piers, the majority are in public or third-sector

ownership.

21st Century Innovators: Key markets are families with older children & the 18-35 age

group. 21st Century Innovator piers offer all-weather attractions for visitors & are utilised by

local communities out-of-season. 12 piers

currently operate within this category. 67% operate within the commercial sector, with a

further 25% operating through partnerships with commercial or third sector organisations.

Pier Challenges

Pier Design: For seaside piers to be commercially successful they need to be: relatively

short; have a wide deck; have a substructure design capable of carrying the load of top-deck

structures; have the area capacity for significant structures housing attractions and facilities

at the entrance to the pier.

Fire: the majority of pier infrastructure from the deck upwards is made of flammable

materials. Pier fires are difficult to tackle due to access issues and can spread quickly.

Storms and tidal surges: Since 2013 ten of the UK's seaside piers have suffered

significant damage from the impact of storm surges. Research currently predicts a sea level

rise of between 25cm to 2.5 metres around the UK coast during 21st century, alongside

increasingly frequent storm surge events, which will result in "a severe impact on UK coasts

by 2080”.

Pier maintenance: Repair and upkeep of pier substructures, decking, and buildings is an

ongoing task that can cost owners between £250,000 to £2,000,000 per annum depending

on the size, location, and usage of the pier.

Pier insurance: Findings indicate that pier owners encounter difficulty in insuring their

piers, especially after major pier fires at Weston, Hastings and Eastbourne piers which saw

the price of insurance premiums significantly increase. In addition, many insurers withdrew

from insuring pier structures, leaving relatively few companies in the market and further

reducing competitive pricing for pier insurance.

Funding and grants: External funding and grants for pier restoration is predominantly

restricted to public and third sector/charity owners. Piers in commercial ownership are

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EXECUTIVE SUMMARY

without access to such funds. Therefore, if commercial piers require significant maintenance

or repair this has to be self-financed.

Best Practice Piers

Ten piers from different sectors were identified as examples of best practice in sustainable

pier operations.

Drawing from the best practice piers and the full review of all UK seaside pleasure piers, 3

toolkits were developed to enhance pier sustainability.

Recommendations from the report findings indicated that owners and operators should:

have a clear strategic direction for their piers; engage in scenario and business continuity

planning to mitigate the impacts of future crises; secure long-term partnerships between

owners and operators; and continuously monitor and evaluate their operations and

organisations. Further support, resources and assistance to ensure pier sustainability is

needed regarding: external funding opportunities; reduction in pier insurance premiums;

technological and engineering developments in pier building, repair and maintenance; and

future uses for piers for visitors and residents of coastal resorts.

Best Practice

Piers

Brighton Palace Pier: The most

visited pier in the UK

Bournemouth Pier: Unique adventure

sports attractions

Clacton Pier: The all-

weather pier

Cromer Pier: The finest

seaside pier theatre

entertainment

Felixstowe Pier:

Successful product and

market diversification

Herne Bay Pier: A vibrant pier operated by a

charitable trust

Mumbles Pier: The most

experienced pier operators

in the UK

Skegness Pier: Continuously

updating product offering

Southend Pier: The longest

pleasure pier in the world

Swanage Pier: Securing funding for a sustainable

future

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1. INTRODUCTION

1. Introduction

Pier Review: Sustainability toolkit for British seaside piers was commissioned by Blackpool

Council and funded by the Ministry for Housing, Communities and Local Government’s

Coastal Revival Fund. The main objectives of this document are:

• To understand best practice in British seaside pier operations

• To develop a toolkit for the economic and structural sustainability of seaside

pleasure piers

The Pier Review document provides a brief history of the development of seaside piers and

outlines the contemporary importance of these structures to the British coast. A

comprehensive review of all 61 British seaside pleasure piers is undertaken to analyse

ownership models, the current status of each pier, and the piers’ current strengths and

weaknesses.

From the review, a number of pier categories were developed, with each type of pier having

their own strengths and opportunities alongside a unique set of challenges. There are three

main categories of pleasure pier: The Seaside Special pier which offers relatively traditional

forms of entertainment; the 21st Century Innovator Pier which is adapting and developing its

product offer for new markets; and the Heritage Pier which focus on maintaining the

traditional roles and ambience of the pier.

Key issues and challenges of pier ownership and operation are considered, before

highlighting ten best practice piers which were identified from the pier review database. In-

depth interviews were conducted between 24th March and 13th May 2019 with pier owners

and operators to identify key indicators of successful and sustainable pier operation. The ten

best practice piers are drawn from a range of sectors and pier categories.

The development of the pier sustainability toolkits is based on the pier review database and

best practice pier operations to provide a sustainability road map for piers within the three

different categories. Recommendations are presented to ensure the future sustainability of

seaside pleasure piers in the report’s conclusion.

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2. HISTORY AND DEVELOPMENT OF BRITISH SEASIDE PLEASURE PIERS

2. History and development of British seaside pleasure piers

The history and development of British seaside resorts is well documented, and it’s

generally accepted that the first resorts developed from earlier spa resorts. Indeed, in

England there are two resorts that vie for the title of ‘Britain’s first seaside resort’: Margate

and Scarborough. Both Margate and Scarborough began to develop as ‘sea bathing’ resorts

from around the middle of the 18th century. Of course, in the 1750s those travelling to the

new resorts would have had only two possible means of transport: horse-drawn

carriage/stagecoach, or via sea on boats.

The latter form of transportation presented a problem for visitors wanting to get ashore at

the resorts, and so landing stages and jetties were built in order to accommodate the

passengers arriving by steamer. The jetties and landing stages of the 18th century were plain

structures, usually built of stone or wood, but as the resorts became more established there

is some evidence that these structures were used by visitors for promenading.

The National Piers Society distinguishes pleasure piers from landing stages and jetties on the

basis of three criteria. They define pleasure piers as: 1) having facilities for entertainment or

pleasure/leisure; 2) as being accessible to the public (even if the pier is currently closed); and

3) the structure must be standing in saltwater (which can include river estuaries and salt-

water lochs).

Therefore, the first ‘true’ pleasure pier to be constructed at a British seaside resort is

classed as Ryde Pier on the Isle of Wight, which opened in 1814. This was swiftly followed

by several other ‘promenading piers’, including the 1823 Brighton Chain Pier, which

provided a wide, flat walkway for visitors to promenade on for a relatively high entrance fee,

ensuring that the piers of this time were only for a certain class of visitor.

Ryde Pier pictured in 2014, on its 200th anniversary. The pier now features a walkway, disused

tramway, and Island Line railway line to the pier head. (Source: Anya Chapman)

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2. HISTORY AND DEVELOPMENT OF BRITISH SEASIDE PLEASURE PIERS

The period between 1860 and 1904 is considered to be the golden age of British seaside

pleasure pier building. The railways had arrived at many British seaside resorts by the 1850s,

meaning that the purpose of the pier had changed from being a transportation hub to a

venue for pleasure and entertainment. By the 1860s piers had become tourist attractions,

and the growing resorts around the British coast wanted to boast of their own promenading

pier – the attraction where, for a small fee, visitors could ‘walk over the waves’. Southport

Pier, opened in 1860, is considered to be the first cast iron pleasure pier, albeit its leisure

facilities were added at a later date. At the time steamers were still calling at the resorts,

and so Southport’s Pier, in order to reach the sea and act as an effective landing stage,

stretched out for almost a mile.

As the 1870s dawned, piers began to develop their attractions and facilities further. Many

piers were adapted and reengineered to include reading rooms, bandstands, pavilions and

kiosks. The first purpose-built pleasure pier is Hastings Pier, which opened in 1872 with a

pavilion at the pier head. By 1899 almost 100 pleasure piers existed around the British

coast, with possibly the most ornate, Brighton Palace Pier, opening that year. Palace Pier

featured a theatre and three pavilions – one for smoking, one for reading, and one for dining

– the pleasure pier had well and truly arrived.

An early picture of Brighton Palace Pier featuring the theatre and ornate ornamental arches (Source:

Timothy Phillips)

The last pleasure pier of the golden era of British seaside pier-building to be opened was

Weston-Super-Mare’s Grand Pier. The Grand Pier has always reflected the popular tastes of

the British seaside resort visitors, and when the pier opened in 1904 it featured a 2000-seat

theatre for shows including opera, music hall, and boxing. Seaside piers were no longer the

preserves of the elite and now catered for the mass tourist market.

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2. HISTORY AND DEVELOPMENT OF BRITISH SEASIDE PLEASURE PIERS

Chronological List of British Seaside Pleasure Piers

Ryde Pier 1814 – present Bournemouth Pier 1880 - present

Leith Trinity Chain 1821-1898 Hornsea Pier 1880 - 1897

Brighton Chain 1823-1896 Totland Bay Pier 1880 - present

Walton-on-the-Naze 1830-1880 Hythe Pier 1881 - present

Southampton Royal 1833 – present Ramsgate Marina 1881 - 1930

Gravesend Town 1834 – present Seaview Chain Pier 1881 - 1952

Sheerness Pier 1835 – 1971 Skegness Pier 1881 - present

Beaumaris Pier 1846-present Plymouth Hoe 1884 - 1953

Lowestoft South Pier 1846 – present Rothesay 1884 - present

Great Yarmouth Wellington 1853 – present St Anne’s Pier 1885 - present

Harwich Ha’penny 1853-present Ramsey Queens Pier 1886 - present

Margate Jetty 1855 – 1978 Alum Bay 1887 - 1958

Southport Pier 1860 – present Folkestone Victoria 1888 - 1954

Southsea Clarence Pier 1861 – present Lee-on-Solent 1888 - 1958

Worthing Pier 1862 – present Southbourne Pier 1888 - 1909

Blackpool North Pier 1863 – present Boscombe Pier 1889 - present

Ryde Victoria Pier 1864 – 1924 Shanklin Pier 1890 - 1993

Aberystwyth Royal Pier 1865 – present Southend Pier 1890 - present

Bognor Regis Pier 1865 – present St Leonard’s Palace 1891 - 1951

Lytham Pier 1865 – 1960 Blackpool South 1893 - present

Brighton West Pier 1866 – 2016 Dover Promenade 1893 - 1927

Cowes Royal Pier 1867-1882 Fort William 1894 – present****

New Brighton Pier 1867- 1977 Torquay Princess 1894 - present

Rhyl Pier 1867 – 1973 Dunoon Pier 1895 - present

Teignmouth Grand Pier 1867 – present Penarth Pier 1895 - present

Weston Birnbeck Pier 1867 – present Rhos-on-Sea 1895 -1954

Blackpool Central Pier 1868 - present Bangor Garth 1896 - present

Clevedon Pier 1869 -present Morecambe West End 1896 - 1978

Douglas Pier 1869 - 1894 Swanage Pier 1896 - present

Morecambe Central 1869 - 1992 Aberavon Pier 1898 - 1964

Scarborough North 1869 - 1914 Mumbles Pier 1898 - present

Saltburn Pier 1869 - present Herne Bay Pier 1899 - present

Walton-on-the-Naze 1869-present Brighton Palace 1899 - present

Eastbourne Pier 1870 - present Tenby Royal Victoria 1899 - 1953

Hunstanton Pier 1870 - 1978 Southwold Pier 1900 - present

Clacton Pier 1871 - present Colwyn Bay Pier 1901 – present*

Portobello 1871 - 1917 Cromer Pier 1901 - present

Westward Ho! Pier 1871 - 1880 Great Yarmouth Britannia 1901 - present

Hastings Pier 1872 - present Minehead Pier 1901 - 1940

Cleethorpes Pier 1873 - present Cowes Victoria 1902 - 1961

Redcar Pier 1873 - 1981 Lowestoft Claremont 1903 - present

Ventnor Pier 1873 - 1993 Sunderland Roker 1903 – present***

Coatham Pier 1875 - 1899 Weston Grand Pier 1904 - present

Yarmouth Pier 1876 - present Folkestone Harbour Arm 1904 – present**

Llandudno Pier 1877 - present Falmouth Prince of Wales 1905 - present

Withernsea Pier 1877 - 1903 Felixstowe Pier 1905 - present

Aldeburgh 1878 - 1909 Fleetwood Victoria 1910 - 2008

Paignton Pier 1879 - present Burnham-on-Sea 1911 - present

Pegwell Bay 1879 - 1885 Weymouth Commercial 1933 - present

Sandown Culver Pier 1879 - present Weymouth Bandstand 1939 - present

Southsea South Parade 1879 - present Deal Pier 1957 - present

*Colwyn Bay Pier is currently awaiting rebuilding. **Folkestone Harbour Arm was reclassified as a pleasure pier in

2016. ***Sunderland Roker Pier was reclassified in 2018. ****Fort William Pier was reclassified in 2018. Piers in bold

are those surviving in 2020.

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2. HISTORY AND DEVELOPMENT OF BRITISH SEASIDE PLEASURE PIERS

As shown in the table on the previous page, there were only 7 pleasure piers built after

1904. During World War II many piers were sectioned (a section was cut out of the pier to

stop enemy troops landing at the pier head), and although many piers were rebuilt after the

war, many fell into disrepair and were later demolished.

By the late 1960s and 1970s British seaside resorts faced increased competition as holiday

destinations from overseas package holidays and other UK destinations such as national

parks and historic cities. As British seaside resorts declined as long-stay holiday destinations

their piers suffered from lack of investment and were demolished, became derelict, or were

destroyed by storms or fire. As pleasure piers and the resorts in which they were located

lost their holiday markets, piers lost their importance. They were no longer viewed as the

latest attraction, and as their maintenance costs increased with age, many resorts no longer

valued their piers. This was illustrated in the demolition of Shanklin Pier in 1993, which was

viewed with relief by the resort as the decaying structure was an eyesore on the seafront.

The most recent piers to be lost were Fleetwood and Brighton West, which succumbed to

fires and storms. Today, 61 seaside pleasure piers remain in the UK.

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3. CONTEMPORARY BRITISH SEASIDE RESORTS AND THEIR PIERS

3. Contemporary British seaside resorts and their piers

Beatty et al1 found that “far from being in terminal decline as a result of the rise of foreign

holidays, a substantial British seaside tourist industry remains alive and well and seems even

to have been growing over the last decade”. Seaside pleasure piers have mirrored this trend,

with the number of piers increasing over the last 20 years from 58 to 61. While no new

piers have been built during this period, pier structures have been redeveloped and

repurposed for leisure and pleasure purposes, with a number of other coastal locations

currently campaigning for the re/building of their seaside piers.

The Redevelopment of Seaside Piers

Repurposed piers Planned pier developments

Folkstone Harbour Arm: reopened in 2016 as a

pleasure pier featuring restaurants, bars, retail, and

events spaces.

Colwyn Bay Victoria Pier: dismantled after storm

damage, there are now plans to develop a new pier,

the first stage of which will begin construction in

2020.

Sunderland Roker Pier: reopened in 2018 as part of

the wider redevelopment of the seafront. Features

restaurant and guided tours of the pier’s tunnel and

lighthouse.

Shotley Pier: A former railway pier, the Shotley

Heritage Charitable Community Benefit Society

have recently purchased the pier and are currently

seeking planning permission for redevelopment as a

pleasure pier.

Fort William Pier: reclassified in 2018 as the former

ferry pier now features a seafood restaurant.

Withernsea Pier: demolished in 1903, the

Withernsea Pier and Promenade Association have

plans to rebuild the pier and are currently

undertaking the refurbishment of the pier towers.

Dover Marina Pier: part of the Western Docks

Revival, a new promenade pier opened in May 2019.

Helensburgh Pier: Helensburgh Seafront

Development Project currently campaigning and

fundraising to turn this former jetty into a pleasure

pier.

Hunstanton Pier: demolished in 1978, the

Hunstanton Heritage Pier Community Trust are

undertaking a feasibility study to rebuild the pier.

Ramsey Queen’s Pier: Closed since 1991, Queen’s

Pier Restoration Trust currently undertaking

significant structural repairs with plans to reopen

the pier in phases.

Totland Bay Pier: Pier deck has been closed since

1980. Totland Pier Ltd is rebuilding the pier with

plans to reopen in 2020.

In addition to the above redevelopments, a number of formerly closed and derelict seaside

pleasure piers have reopened during the last decade, including Southsea South Parade Pier,

Hastings Pier, and Cleethorpes Pier.

Recent figures published by Visit Britain2 show that in 2017 British seaside resorts

accounted for 26% of all domestic tourism overnight trips (a total of 28.15 million visits),

and 9% of the domestic day visit market (159 million visits). In addition, National Coastal

1. Beatty, C., Fothergill, S., Gore, T., & Wilson, I. (2010), The seaside tourist industry in England and Wales, CRESR, Sheffield Hallam University

2. Visit Britain (2018), The GB Tourist 2017 Annual Report, and The Great Britain Day Visitor 2017 Annual Report, available at https://www.visitbritain.org/official-statistics

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3. CONTEMPORARY BRITISH SEASIDE RESORTS AND THEIR PIERS

Tourism Academy3 (NCTA) figures show that in 2016 international tourism to the British

coast totalled approximately 1.8 million visitors, equating to 15% of the international

inbound tourism market. The NCTA estimate that seaside tourism is valued at

approximately £8 billion to the UK economy.

Seaside pleasure piers play an important role in the visitor economy at British seaside

resorts. Survey results4 undertaken as part of this study showed that 88% of respondents

agreed that seaside towns should have a pleasure pier, and 92.4% thought that piers add to

the atmosphere of seaside resorts. Pleasure piers have been recognised as flagship

attractions and a recent report published by House of Lords Select Committee on

Regenerating Seaside Towns and Communities5 described piers as ‘unique assets’ in seaside

resorts.

The majority of seaside pleasure piers do not monitor their visitor numbers. As most piers

are free to access, it is difficult to effectively count footfall to these attractions, but a limited

number of piers do publish these figures.

Visitor numbers to seaside piers

Pier Approximate visitor numbers

Brighton Palace Pier 4,684,000 (2017)

Southwold Pier 1,000,000 (2015)

Clacton Pier 930,000 (2019)

Paignton Pier 400,000 (2008)

Bournemouth Pier Paying visitors 380,000 (2009)

Southend Pier Paying visitors 367,142 (2018)

Swanage Pier 125,000 (2018 estimated)

Clevedon Pier Paying visitors 89,000 (2016)

Bangor Garth Pier Paying visitors 40,000 (2018 estimated)

Harwich Ha’penny Pier visitor centre 7,645 (2008)

From the above figures it is difficult to make

generalisations on visitor numbers to seaside

pleasure piers. It should be noted that piers that

charge an entrance fee generally have fewer visitors

than free-to-access piers. Without effective

monitoring of visitor numbers to seaside pleasure

piers it is difficult to ascertain the significance of

these structures as visitor attractions. Nevertheless,

the value of piers to seaside resorts cannot be

underestimated.

Visitor numbers to seaside pleasure piers are only part of the story. Indeed, the pier can be

considered as the seaside resort’s ‘weenie’. Walt Disney used the term in the design of the

“Pleasure Piers are coastal

towns’ Disney Castle. They

are the iconic landmark

structure that hooks into

the memory”

Rory Holburn, Executive Director,

Openwide International

3. National Coastal Tourism Academy (2016), Coastal Tourism, available at

https://coastaltourismacademy.co.uk/resource-hub/resource/2016-coastal-tourism

4. Blackpool’s three piers: Enhancing Sustainability (2019), Blackpool Council

5. House of Lords Select Committee on Regenerating Seaside Towns and Communities (2019), The

Future of Seaside Towns, available at

https://publications.parliament.uk/pa/ld201719/ldselect/ldseaside/320/320.pdf

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3. CONTEMPORARY BRITISH SEASIDE RESORTS AND THEIR PIERS

Disney theme parks, where weenies are the focal point of the park. Sircus6 states that a

weenie is “the visually compelling focal element or ‘emotional magnet’…it keeps people

moving; enticing them through spaces to a specific destination point. A weenie is more than

simply a landmark, because it embodies meaning and elicits an emotional response and an

action”.

As such, pleasure piers can be viewed as a seaside resort’s ‘weenie’. They are often the

central point of resort development and regeneration (see for example the seafront

regeneration strategies at Southport and Bournemouth) and act as the ‘anchor’ or ‘flagship’

which attracts further development, additional facilities, and the highest footfall at the

seafront.

“People will always gravitate towards the pier. If they come to a

seaside town with a pier, 90% of those people will gravitate towards

the pier. I think there will always be an appeal to walk on a pier.”

Stanley Threadwell, Managing Director, Felixstowe Pier

6. Sircus, J. (2007) Invented Places in Carmona, M. & Tiesdell, S. Urban Design Reader, Elsevier

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2020

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2020

4. Pier review: review of seaside pleasure piers in 2020 A key part of this study was to monitor and evaluate all 61 seaside pleasure piers in the UK

in 2020. The review of piers was undertaken using the National Piers Society’s archive of

pier-related news articles from 2009 to 2020. The pier review database details each pier’s

owner, ownership model/sector, listed status, current status regarding repair/maintenance,

and then some of the key strengths and challenges of each pier.

4.1 Headline figures

• Pier ownership: 54% of piers operate within the commercial sector, 31% are local-

authority owned and operated, 7% are owned and operated by third-sector

organisations, and the remaining 8% operate through a partnership between public

and third sector organisations.

• Current status: the vast majority of piers – 75% - are open and in good or

satisfactory state of repair. A further 17% of piers are in need of

maintenance/refurbishment work or are currently undertaking repairs. This leaves

8% of piers (5 in total) currently closed to the public, with two piers (Southampton

Royal and Weston Birnbeck piers) at imminent risk of being lost.

• Listed status: almost half of all British seaside pleasure piers – 49% - are not afforded

listed status because many of these piers have been significantly redeveloped or have

lost sections of their original structures. However, Blackpool South and Central

Piers appear to be notable exceptions to having listed status. 38% of seaside piers

are Grade II (or equivalent) listed as structures of special interest, with a further 11%

being Grade II* (important structures of more than special interest). This leaves less

than 2% of seaside piers – only Clevedon Pier – as Grade 1 listed (structures of

exceptional interest).

4.2 Pier categories

Pier owners highlight that no two seaside pleasure piers are the same. Each pier has its own

unique history, set of circumstances, development and product offering. Piers are shaped by,

and act as a barometer of the wider socio-economic context of the resorts in which they

are located. Therefore, it is impossible to compare and contrast seaside piers on a like-for-

like basis. However, the UK’s pleasure piers can be broadly classified into 5 categories based

on their current status of repair, product offering, and target markets. There are two

categories relating to piers that are currently closed:

1) Waiting for the tide to turn

Closed and derelict piers that are at risk of being lost. Piers in this category may have

support for regeneration but face numerous barriers. There are currently two piers in this

category: Weston Birnbeck Pier and Southampton Royal Pier.

2) Rising from the waves

These piers are currently closed, but have established redevelopment/rebuilding plans

underway, with significant community support. There are currently three piers in this

category: Ramsey Queen’s, Totland Bay, and Colwyn Bay Pier.

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2020

The main three categories of seaside pleasure piers focus on structures that are currently

operational:

3) Seaside Special: Reflecting seaside entertainments and pastimes

Piers in this category might feature amusement arcades, funfair rides, fish and chips, cafes,

candyfloss and doughnut kiosks, bars with family or evening entertainment, hook-a-duck and

donkey derby type games and attractions, retail featuring seaside paraphernalia, and maybe

even a fortune teller!

The key target market for piers in the Seaside Special category is the family market. These

piers have a mass appeal to visitors, and are used by the local community for special events,

fishing, or out-of-season strolls.

Currently 25 piers are classified as Seaside

Special piers. 80% of the piers in this

category are in commercial ownership.

These piers tend to make full use of their

deck space, which are filled with

attractions and facilities. The remaining

20% of Seaside Special piers are in public

sector ownership, but with attractions and

facilities leased to commercial tenants

(Southport, Deal, Southend, and the two

piers at Weymouth). Those in public

sector ownership tend to have fewer

attractions than their commercial

counterparts.

Only one pier in the Seaside Special category, Southend Pier, charges an entrance fee. As

the longest pleasure pier in the world, Southend Pier requires significant maintenance

funding.

Seaside Special piers tend to be highly seasonal, with the majority of their visitors during

Easter, Bank, and school summer holiday periods. 72% of Seaside Special piers either

operate reduced opening hours out of season, or close the pier deck during winter, or close

the pier entirely from January to Easter. Only 7 Seaside Special piers (Brighton Palace,

Eastbourne, Ryde, Southsea South Parade, Great Yarmouth Wellington and the two piers at

Weymouth) remain open throughout the year.

80% of Seaside Special piers are located in popular seaside resorts with established tourism

infrastructure and continuing function as a tourism resort (similar to Beatty et al’s 1

classification of ‘principal seaside town’). Due to their location, Seaside Special piers can

successfully continue to offer traditional seaside entertainment to their visitors.

“Piers are businesses, they’re not

hobbies, and you’ve got to be as

commercial as you possibly can be.

The degree to which piers can be

commercial depends on their size,

their structure and where they are,

but they have to look at everything

as a sales opportunity.”

Anne Ackord, Chief Executive Officer, The

Brighton Pier Group

0

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2020

All images license free except 1; © Andrew Dunn, 26 June 2005 Creative Commons Attribution-Share Alike 2.0 Generic

https://commons.wikimedia.org/wiki/File:Arcade_Coin_Pusher,_detail.jpg https://creativecommons.org/licenses/by-sa/2.0/

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2020

4) Heritage piers: Encapsulating the heritage of the British Seaside

Heritage piers feature open decks and spaces for quiet contemplation, high-quality food and

beverage, discrete and boutique retail, pier theatres and traditional end-of-the pier shows,

multi-purpose visitor centres, and deck chairs and plenty of seating with kiosks and shelters

to relax and enjoy the pier whatever the weather.

The key target market for Heritage piers is the

mature family market and those aged 50+.

Heritage piers are valued by their local

communities who view them as a key

leisure/recreation facility, and are well-loved by

visitors who enjoy the nostalgia of a visit to a

Heritage pier.

There are 19 piers along the British coast

classified as Heritage piers. All UK seaside

Heritage piers are in public or third-sector

ownership with the exception of Blackpool

North Pier and Great Yarmouth Britannia Pier

(which also feature many attractions within the

Seaside Special product offering).

Heritage piers are more limited in their income generation than Seaside Special piers and

therefore will sometimes charge an entrance fee (in the case of Bangor, Clevedon, and

Swanage). Over half of Heritage piers generate a significant portion of their income from

their landing stage/jetty facilities for ferries or pleasure cruises. Four out of the five

remaining seaside pier theatres in the UK are on Heritage piers (Blackpool North, Cromer,

Great Yarmouth Britannia, and

Worthing Pier theatres).

In order to maintain ferry services

and because many Heritage piers

are viewed as leisure facilities by

their local communities, 68% of

piers in this category operate

throughout the year. There are

only 6 Heritage piers that reduce

their opening hours or partially

close during low season.

“The 50-plus age group

consistently visit and support

the pier, irrespective of the

pier’s attractions. They visit

because they appreciate

heritage, the stunning

landscape, and the quiet

enjoyment.”

Ben Adeney, Chief Executive,

Swanage Pier Trust

“Cromer is a heritage pier…the market

here is one of the oldest demographics in

the country. It fits really well with the

slightly more gentle, less in-your-face

tourism. It’s definitely for families and

older people.”

Nick Baker, Corporate Director & Head of Paid Service,

North Norfolk District Council

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2020

All images license free except 1; © The AIRSCREEN Company Christian Kremer, Creative Commons Attribution-ShareAlike 3.0 Unported

https://commons.wikimedia.org/wiki/File:Dubai-Filmfestival-2010.jpg, 2: © Oliver Mills, Creative Commons Attribution-ShareAlike 2.0

Generic https://www.geograph.org.uk/photo/4827026. https://creativecommons.org/licenses/by-sa/2.0/

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2020

5) 21st Century Innovators: Adapting to contemporary consumer demands

These piers are at the cutting-edge and have truly embraced contemporary visitor attraction

product offering and technologies. Piers in this category feature adrenaline rides; virtual

reality and augmented reality experiences; boutique retail; zip-lines and adventure sports;

escape rooms; soft-play facilities; selfie experiences; interactive trails; quality café-bars and

evening entertainment; and a rolling

programme of events throughout the

year.

The key markets for these piers are

families with older children and the

18-35 age group. 21st Century

Innovator piers offer a variety of all-

weather attractions enabling these

piers to act as flagship attractions for

visitors and to be utilised by local

communities out-of-season.

83% of 21st Century Innovator pier

operate throughout the year, with the

remaining 17% operating reduced

opening hours during the winter.

Therefore, this category of pier is the least susceptible to seasonality.

There are 12 piers currently operating within this category. 67% of all 21st Century

Innovator piers in the UK operate within the commercial sector, with a further 25%

operating through partnerships with commercial or third sector organisations.

21st Century Innovator piers often act as catalysts for, or are central components in, resort

regeneration. Significant investment in (or redevelopment of) Boscombe, Clacton,

Felixstowe, Folkestone, Herne Bay, and Weston-Super Mare Grand piers has led to further

development and regeneration in these resorts.

Only two 21st Century Innovator piers charge an entrance fee – Weston Grand and

Bournemouth Piers.

“It’s got to be diverse. We take

successful concepts and put them into

the mix. The addition of the soft play

facility has made the pier more of a

lifestyle choice. Through the winter

months it is continually full of locals

and it’s bringing people here regularly

who are then earmarking other things

to do on the pier.”

Billy Ball, Managing Director, Clacton Pier

“Piers are reviving tired little seaside towns that don’t have much

money. Herne Bay has very low employment, and the pier is a

community asset that can help people raise their standard of living.”

Doreen Stone, Chairperson, Herne Bay Pier Trust

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2020

All images license free except 1; © Lets Go Out Bournemouth and Poole Creative Commons Attribution-Share Alike 2.0 Generic

https://www.flickr.com/photos/letsgoout-bournemouthandpoole/15200334892 https://creativecommons.org/licenses/by-sa/2.0/

P a g e | 24

4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2019

4.3 Pier Review: Analysis and evaluation of British seaside piers

Pier Location Listed

Status Sector Owner

Pier

category

Current

status Strengths Challenges

Aberystwyth

Royal

Wales Grade II Private Revegate

Aberystwyth

Ltd

21st

Century

Innovator

Open - in

good state of

repair

Pier sold to Revegate in

September 2016. Significant

investment in facility upgrade and new developments,

including plans for the

refurbishment of the pier

canopy and a viewing

platform/balcony on the deck. Key target market is students

(Pier Pressure nightclub).

Significant storm damage in winter

of 2013/14 led to the former

owners, Don Leisure, going into administration.

Bangor Garth Wales Grade II* Public Bangor City

Council

Heritage

Pier

Open -

undergoing

repair work

Undergoing £1.3m structural

restoration work from 2017-

2019, funded by Bangor City

Council. Pier remains largely

unaltered from its original Victorian design.

Funding shortfall of £600,000

announced in 2019, leaving

restoration incomplete. Pier lacks

long-term strategy for income

generation and financial self-sustainability.

Beaumaris Wales Unlisted Public Isle of Anglesey

County

Council

Heritage Pier

Open - in good state of

repair

Refurbished and reopened in 2012 (cost of £2 million).

Popular with leisure

craft/cruises.

Some concerns about ongoing maintenance of pier. Few income-

generating facilities on pier.

Blackpool

Central

England Unlisted Private Blackpool Pier

Company Ltd

Seaside

Special

Open -

satisfactory

state of

repair.

Sedgwick family bought Central

and South Piers in 2015 for a

reported £8 million. Ongoing

investment in pier maintenance and ride refurbishment. The

most visited of Blackpool's

three piers.

Cross-subsidises other piers in

company's portfolio.

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2019

Blackpool North

England Grade II Private Blackpool Pier Company Ltd

Heritage Pier/

Seaside

Special

Open - significant

maintenance/

structural

work required.

One of only 5 remaining pier theatres in the UK. 1930s

sunset lounge unique to UK

piers. Awarded World

Monuments Watch status in 2017.

In 2013 there was £1m of storm damage to North Pier, the theatre

and the Sunset Lounge. North Pier

Theatre on the Theatres Trust at

risk list.

Blackpool

South

England Unlisted Private Blackpool Pier

Company Ltd

Seaside

Special

Open -

satisfactory state of

repair.

Sedgwick family bought Central

and South Piers in 2015 for a reported £8 million. Focus on

adrenaline rides.

Targets same market as Blackpool

Pleasure Beach.

Bognor Regis England Grade II Private Bognor Pier

Leisure Ltd

Seaside

Special

Open -

significant

maintenance/

structural

work required.

Features sports bar and

nightclub - students key target

market.

Pier neck significantly shortened

and is structurally weakened. In

need of major structural repair

work. Bognor Pier Trust had

been working on HLF bid for pier, but support of private owner

withdrawn in 2016.

Boscombe England Grade II Public BCP Council 21st

Century

Innovator

Open - in

good state of

repair

Fish food crazy golf. Interactive

musical trail. Part of wider

regeneration of Boscombe

seafront.

Pier lacks long-term strategy for

income generation and financial

self-sustainability. Some ongoing

concern over hairline cracks in concrete substructure.

Bournemouth England Unlisted Public BCP Council 21st

Century Innovator

Open - in

good state of repair.

Recent investment in Pier

Approach refurbishment (£4 million) and private investment

by Openwide International (£2

million) in Rock Reef and Zip

Line

Pier toll operated by Council April

to September. Admission currently £1.30

Brighton

Palace

England Grade II* Private The Brighton

Pier Group

PLC

Seaside

Special

Open - in

good state of

repair

Bought in 2016 for £18 million.

Pier is commercially successful,

attracting almost 5 million visitors per annum. Significant

investment in new attractions.

Profit warning during 2019.

Reliance on visitor market rather

than residents.

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2019

Burnham-on-Sea

England Unlisted Private J Holland and Sons

Seaside Special

Open - in good state of

repair.

Sold in 2017 after previous owner had invested £100,000 in

new facilities. Ongoing

investment in branding,

amusements and rides.

Very small footprint.

Clacton England Unlisted Private Clacton Pier

Company Ltd.

(Billy & Elliot Ball)

21st

Century

Innovator

Open - in

good state of

repair

Significant investment (£4

million remortgage) in

attractions and infrastructure. New attractions include soft

play area and adventure golf.

Refurbishment work due to

complete in 2019.

Plans for Jolly Roger Building

(Coastal Revival Funding £50,000

awarded for feasibility study in 2019) - sustainable use yet to be

determined.

Cleethorpes England Unlisted Private Papa's Fish and

Chip chain

21st

Century

Innovator

Open - in

good state of

repair

Pier was bought in 2016 after

previous owners had invested

£4.7 million in refurbishing (opened in Aug 2015) the pier.

Now billed as UK's biggest fish

and chip restaurant.

Pier lacks any other

facilities/attractions.

Clevedon England Grade I Trust Clevedon Pier

and Heritage

Trust Limited

Heritage

Pier

Open - in

good state of

repair.

£2.25 million visitor centre

(funded through HLF, CCF and

community shares) opened in May 2016. Only Grade I listed

pier in UK. Trust successful in

securing numerous funding bids.

Pier toll operated throughout the

year - £3.30 charge.

Colwyn Bay

Victoria

Wales Grade II Public

/Trust

Colwyn

Victoria Pier

Trust/ Conwy

Council

Rising

From The

Waves

Closed since

2008,

currently

dismantled

Pier has been dismantled and

stored for future rebuild,

subject to securing funding.

Phase one of rebuild due to commence in 2019.

Storm damage in 2017 led to

dismantling of the pier. CVPT still

to secure funding to develop new

pier beyond phase 1.

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2019

Cromer England Grade II Public North Norfolk District

Council

Heritage Pier

Open - in good state of

repair.

Openwide International operate Pier Theatre and facilities. £1.2

million investment in

maintenance and structural

repairs by NNDC in 2019. Only remaining 'end of the pier'

show.

Storm damage in 2013 and 2017 saw significant investment in

repairs and maintenance by

NNDC.

Deal England Grade II Public Dover District

Council

Seaside

Special

Open - in

good state of

repair.

£500,000 investment in

refurbishment and maintenance

of pier during 2018. A further

£600,000 for refurbishment planned for 2019-20. Facilities

leased to private investors.

Pier lacks long-term strategy for

income generation and financial

self-sustainability.

Dunoon Scotland Category B

Public Argyll and Bute Council

Heritage Pier

Open - in good state of

repair.

First phase of restoration (£2.3 million) completed in 2016.

Works included substructure

repair and refurbishment of pier

deck and buildings.

Some concerns about ongoing maintenance of pier.

Eastbourne England Grade II* Private Lions Pier Ltd

(Sheikh Abid Gulzar)

Seaside

Special

Open - in

satisfactory state of

repair.

Lions Victorian Tea Rooms very

popular with grey target market.

Pier fire in 2014. New owner in

2016. Significant investment required in Pier Theatre building

(closed). Pier nightclub closed

(currently used as amusement

arcade).

Falmouth England Unlisted Public Carrick

District

Council

Heritage

Pier

Open - in

good state of

repair

Falmouth Harbourside

Community Interest Company

formed to develop pier improvement plans.

Pier lacks long-term strategy for

income generation and financial

self-sustainability.

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2019

Felixstowe England Unlisted Private Pier Amusements

(Felixstowe)

Ltd

21st Century

Innovator

Open - in good state of

repair

Pier was partially demolished and rebuilt. Reopened in 2017

(cost £3 million) featuring new

entrance building. Boardwalk

Restaurant.

Pier neck remains closed.

Folkestone

Harbour Arm

England Unlisted Private Folkestone

Harbour Company

21st

Century Innovator

Open - in

good state of repair

Reopened as a pleasure pier

(former harbour arm) after £3.5 million investment in 2015. Pop

up attractions/retail/ catering.

Annual events programme. Part

of wider regeneration of Folkestone.

Remains a seasonal operation.

Fort William Scotland Unlisted Public Highland

Council

Heritage

Pier

Open -

satisfactory state of

repair.

Council undertake regular

maintenance of the pier to ensure that cruise boats can

continue to land there.

Restaurant on pier leased to

private tenants.

No longer able to land ships above

a certain weight due to dilapidation of structure.

Gravesend

Town

England Grade II * Public Gravesham

Borough Council

Heritage

Pier

Open - in

good state of repair.

Ferry pontoon opened 2012

(Council, Development Agency, Interreg funding). Riva bar and

restaurant is commercially

successful.

Not perceived as a tourist

attraction - used mainly as ferry crossing.

Gt Yarmouth

Britannia

England Grade II Private Family

Amusements

Ltd

Heritage

Pier/

Seaside

Special

Open - in

good state of

repair.

One of only 5 remaining pier

theatres in the UK.

Most recent major refurbishment

programme in 2008 - in need of

updating.

Gt Yarmouth

Wellington

England Unlisted Private Family

Amusements

Ltd

Seaside

Special

Open - in

good state of

repair.

New pavilion housing bowling

alley opened in 2015 (£5

million). Council gifted the pier to current owners in 2013.

Loss of the majority of the pier

neck beyond pavilion. Derelict

Winter Gardens adjacent to the pier affects profits and visitor

numbers.

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2019

Harwich Ha'penny

England Unlisted Public Harwich Haven

Authority

Heritage Pier

Open - in good state of

repair.

Visitor centre operated by Harwich Society. Substructure

refurbishment work (£340,000)

recently completed.

A working pier - relatively limited visitor appeal.

Hastings England Grade II Private Lions Pier Ltd

(Sheikh Abid

Gulzar)

Seaside

Special

Open - in

good state of

repair.

Reopened in 2016 after £14.2

million rebuild (HLF, community

shares). RIBA Sterling Prize

winner 2017.

Administration of Hastings Pier

Charity in 2017. New (private)

owner has unclear plans for the

development of the pier. Some alienation of local residents.

Herne Bay England Unlisted Public/

Trust

Canterbury

City Council,

leased to

Herne Bay

Pier Trust until 2044

21st

Century

Innovator

Open - in

good state of

repair.

HBPT has received over

£170,000 in external funding for

the development of facilities and

attractions on the pier, including

£100,000 from the Coastal Revival Fund. Use of huts for

small businesses creating retail

experience.

Pier head remains cut-off from

shoreward end of pier.

Hythe England Unlisted Trust Hythe Pier

Heritage

Association

Heritage

Pier

Open -

significant

maintenance/structural

work

required.

Hythe Pier Heritage Association

took ownership of pier in 2019.

Narrow gauge railway with 1917 locomotives. Blue Funnel

ferries run to Southampton.

£3 million required for

maintenance and repair work.

Llandudno Wales Grade II * Private Tir Prince

Leisure Group

(Adam

Williams)

Seaside

Special

Open - in

satisfactory

state of

repair.

Sold in 2015 for £4.5 million.

Some investment in new

attractions.

Planned redevelopment of former

pier pavilion site has caused pier

owner to delay pier maintenance

works. Lowestoft

Claremont

England Unlisted Private David Scott

and Family

Seaside

Special

Open -

significant

maintenance/structural

work

required.

2013 significant redevelopment

of shoreward buildings,

including the development of a live music venue, bistro and

restaurant.

Pier deck closed. For sale for £2.5

million. Estimated £1.5 million

needed for repair of pier neck.

P a g e | 30

4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2019

Lowestoft South

England Unlisted Private Associated British Ports

(ABP)/ South

Pier Lowestoft

Ltd

Seaside Special

Open - in satisfactory

state of

repair.

Entertainment centre leased to Oulton Broad Leisure Ltd.

Community campaign to reopen

pier in 2015 was successful.

Predominantly a fishing pier. Community group currently trying

to achieve charitable status to

enable funding bids.

Mumbles Wales Grade II Private Amusement

Equipment Co. Ltd (AMECO)

Seaside

Special

Open -

undergoing significant

structural

repair work

Longest serving pier

owners/operators in UK (from 1933). Major refurbishment of

lifeboat station in 2014 - funded

by RNLI. Significant structural

work to pier ongoing, funded by headland development of hotel

and apartments. New

attractions planned for old

boathouse.

Redevelopment and structural

work not due for completion until 2021.

Paignton England Unlisted Private Stade

Developments (Hastings)

Seaside

Special

Open - in

good state of repair

Pier sold in 2014 for £1.85

million. Renovation work in 2015 with significant investment

in new attractions and facilities.

Planned redevelopment of the pier

entrance has yet to progress.

Penarth Wales Grade II Public/

Trust

Vale of

Glamorgan

Council

managed by Penarth Arts

and Crafts Ltd

21st

Century

Innovator

Open - in

good state of

repair.

The pier pavilion reopened in

2013 (£4.2 million HLF).

Pavilion redeveloped as a

multipurpose events and community space, including café

and cinema.

Problems with

sustainability/management saw a

further £126,000 grant in 2017

from Resilient Heritage Programme.

Ramsey

Queens

Isle of

Man

Protected

Register

Public/

Trust

Isle of Man

Government

Rising

From The

Waves

Closed -

undergoing

rebuild/struc

tural repair

IoM Government agreed 5 year

lease with Queen's Pier

Restoration Trust in 2017.

Pier has been closed since 1991.

Estimated cost repair and

refurbishment circa £9 million.

P a g e | 31

4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2019

Rothesay Scotland Unlisted Public Argyll and Bute Council

Heritage Pier

Open - in satisfactory

state of

repair.

Pier underwent £8.2 million refurbishment work to

accommodate new ferry berth

and foot passenger facilities in

2009.

Facilities for leisure/entertainment are limited - mainly a ferry pier.

Ryde England Grade II Private Wightlink PLC Seaside

Special

Open - in

satisfactory

state of repair.

Oldest seaside pier in the UK

(opened in 1814). Island Line

train link.

Estimated in 2015 that pier would

need £8 million investment over 4

years to maintain substructure and Island Line train links.

Saltburn England Grade II* Public Redcar &

Cleveland

Borough

Council

Heritage

Pier

Open - in

good state of

repair.

Cliff lift refurbishment

undertaken in 2018. In 2019

pier was fitted with lights as

part of 150th anniversary.

Significant storm damage in winter

of 2013/14. Repaired and

reopened with improved flood

defences in 2015. Pier length

shortened since 1977.

Sandown

Culver

England Unlisted Private Sandown Pier

Leisure Ltd

Seaside

Special

Open - in

good state of repair

Recent refurbishment and

upgrade of facilities, including adventure play, sports bar, and

crazy golf.

Seasonal opening of pier neck

from Easter to September only.

Skegness England Unlisted Private UK Piers Ltd 21st

Century

Innovator

Open - in

good state of

repair

Major refurbishment and new

attractions development 2016-

18. New attractions include

escape room, beach bar, and

virtual reality.

Bid for European Regional

Development Fund failed in 2013.

Major storm damage in Winter

2013/2014. Reduced length of pier

since 1978.

Southampton

Royal

England Unlisted Private Associated

British Ports

Waiting

For The Tide To

Turn

Closed - pier

to be demolished

Former gatehouse which is now

used as restaurants.

Closed – proposed demolition as

part of 'Royal Pier’ waterfront redevelopment project, which was

subsequently withdrawn in 2019.

Southend-on-

Sea

England Grade II Public Southend-on-

Sea Borough

Council

Seaside

Special

Open - in

satisfactory

state of

repair.

Estimated £20 million of phased

investment planned (including

£2 million in substructure

repair) over 5 years.

Development of new pavilion and new railway rolling stock.

Numerous fires have significantly

damaged the pier over the years.

Pier toll (£2 walking/ £5.35 train).

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2019

Southport England Grade II Public Sefton Council (Silcock

Leisure run

the pier

pavilion)

Seaside Special

Open - in good state of

repair.

Currently undergoing £2.9 million refurbishment (£2

million from CCF) to improve

access and new food and retail

kiosks. Key part of wider seafront regeneration.

Loss of pier tram in 2016. Replacement road train only runs

at peak times.

Southsea Clarence

England Unlisted Private Southsea Clarence

Esplanade Pier

Co Ltd.

Seaside Special

Open - in good state of

repair

Recent refurbishment of pier entrance and updating rides and

attractions. High ropes course.

Pier resembles a funfair, rather than traditional pier

Southsea

South Parade

England Grade II Private South Parade

Pier Ltd

Seaside

Special

Open - in

satisfactory

state of

repair.

Pier reopened in 2017 after

significant investment (circa £5

million) in repair and

refurbishment. Deep Blue restaurant and Gaiety bar

opened in 2018.

Further repair/refurbishment

work needed at pier head/deck.

Southwold England Unlisted Private Curious Pier

Ltd (Gough

Hotels -

Robert Gough)

21st

Century

Innovator

Open - in

good state of

repair.

Tim Hunkin's 'under the pier

show' mechanical arcade.

Boardwalk restaurant and

gallery/boutique retail.

Plans for 21st century art deco

hotel at shoreward end have yet

to come to fruition.

St. Anne's England Grade II Private St Anne's Pier

Company Ltd

Seaside

Special

Open -

maintenance/ structural

work

required

£50,000 funding from Coastal

Revival Funds in 2018 for repair works to substructure

Further repair work required.

Sunderland

Roker

England Grade II Public/

Trust

Roker

Heritage

Group/

Sunderland City Council

Heritage

Pier

Open - in

good state of

repair.

Opened in 2018 - HLF funding

£2.5 million. Tours of Pier

tunnel and lighthouse. Forms

part of wider regeneration of Roker seafront.

Significant storm damage in 2016.

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4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2019

Swanage Pier England Grade II Trust Swanage Pier Trust

Heritage Pier

Open – in good state of

repair.

£2.2 million refurbishment and redevelopment of Marine Villas

into visitor centre/bistro

(£900,000 approved by HLF,

with £900,000 required in match-funding from Trust).

Significant storm damage in 2013 (CRF). Ongoing issues with gribble

worm. Pier toll £1 per adult.

Teignmouth

Grand

England Unlisted Private Grand Pier

Teignmouth Ltd (Brenner

family)

Seaside

Special

Open -

maintenance/ structural

work

required

Pier was fitted with 'storm

baffles' to minimise impact of future storm surges.

Reopened 2014 after storm

damage during 2013/14 winter. Further maintenance and

refurbishment work required.

Torquay

Princess

England Unlisted Public Torbay

Borough

Council

Heritage

Pier

Open - in

good state of

repair.

Pier reopened in 2016 after

significant repairs due to storm

damage in 2014. £1.7 refurbishment undertaken

during 2018.

Limited leisure/entertainment

facilities.

Totland Bay England Unlisted Private Totland Pier

Ltd

Rising

From The

Waves

Closed -

significant

structural

repair being undertaken.

Café at shoreward end

reopened in 2017 (leased). Plans

for reopening of pier in 2020.

Pier structure has significantly

deteriorated. Plans to rebuild the

pier were launched in July 2019.

Walton-on-

the-Naze

England Unlisted Private New Walton

Pier Co. Ltd.

Seaside

Special

Open -

maintenance required.

New owner since 2016,

announced £1.5 million planned investment in 2017.

RNLI concerns over the safety of

pier structure.

Weston-S-M

Birnbeck

England Grade II* Private CNM Estates Waiting

For The

Tide To

Turn

Closed -

significant

structural

repairs

required.

Only pier in the UK to link to

an island. Birnbeck

Regeneration Trust campaigning

to save pier.

Significant structural repairs

required. Competition from

Weston Grand Pier - limited

financial viability of Birnbeck Pier.

P a g e | 34

4. PIER REVIEW: REVIEW OF SEASIDE PLEASURE PIERS IN 2019

Weston-S-M Grand

England Grade II Private Grand Pier Ltd 21st Century

Innovator

Open - in good state of

repair.

Pier pavilion and parts of the structure rebuilt (£38 million)

and reopened in 2010 after

major fire. New pavilion houses

a variety of attractions, events spaces, soft play, and rides.

Pier toll of £1 introduced in 2014.

Weymouth Bandstand

England Unlisted Public Weymouth & Portland BC

(leased to

Anthony

Bennett)

Seaside Special

Open - in good state of

repair

Pier was demolished in 1986 - only entrance building remains.

Weymouth

Pleasure

England Unlisted Public Weymouth &

Portland Borough

Council

Seaside

Special

Open - in

satisfactory state of

repair

One on only 5 remaining pier

theatres in the UK. Repair works undertaken in 2016 (£1.9

million). Currently undergoing

further repair work.

Limited leisure/entertainment

facilities. Jurassic Skyline tower to be removed.

Worthing England Grade II Public Worthing

Borough

Council

Heritage

Pier

Open - in

good state of

repair.

Refurbished Southern Pavilion

opened 2014 (works

undertaken by private tenant). Pier of the Year 2019. One of

only five remaining pier theatres

in the UK.

Southern Pavilion under new

ownership from 2019.

Yarmouth

(I.O.W.)

England Grade II Trust Yarmouth

Harbour

Commissioner

Heritage

Pier

Open - in

good state of

repair.

£1 million repair work

completed in 2018 (HLF

Funded). Community

engagement programme 'A Pier's Tale'.

Susceptible to gribble worm.

The Pier Review of all 61 seaside piers has been compiled using the National Piers Society’s archive of pier-related news articles from 2009 to 2020.

P a g e | 35

5. PIER PRESSURE: CHALLENGES FACED BY SEASIDE PLEASURE PIERS

5. Pier pressure: challenges faced by seaside pleasure piers

5.1 Pier design:

Each seaside pier has their own unique design

and shape, presenting their owners with a

number of challenges and opportunities. The

development of each pier’s attractions and

facilities is determined by the design of the

pier itself. While piers have continuously

adapted and evolved their function and

product offer, the design of the pier presents

a number of constraints in relation to viable

ownership models and attractions.

For seaside piers to be commercially

successful they need to be relatively short,

have a wide deck, have a substructure design

capable of carrying the load of top-deck

structures, and preferably have the area

capacity for significant structures housing

attractions and facilities at the entrance to the

pier.

Aerial images7 of commercial sector piers in

the Seaside Special and 21st Century Innovator

categories show evidence of extensive

development of buildings and attractions along

the length of each pier, with relatively little

open deck space. Southsea Clarence Pier is

unusual as the structure runs parallel to the

shore, resulting in a pier of considerable

width, but barely touching the sea.

Having all-weather structures housing

attractions at the landward entrance to the

pier enables owners to operate these facilities

throughout the year, even if the pier deck is

closed or has reduced operating hours during

the winter.

Southsea Clarence Pier

Blackpool Central Pier

Clacton Pier

Southwold Pier

7. Aerial images courtesy of Google Maps (2019)

P a g e | 36

5. PIER PRESSURE: CHALLENGES FACED BY SEASIDE PLEASURE PIERS

The majority of piers that are

long and thin in design tend to be

owned and operated by public

sector or charitable trust

organisations. Piers of significant

length, and especially those over

400 metres, struggle to attract

visitors along the pier neck and

to the pier head during inclement

weather. During storms or icy

weather many piers close their

decks on health and safety

grounds.

Piers with relatively narrow decks

are restricted in terms of the

attractions they can offer. Such

structures are not suitable for the

construction of buildings bigger

than kiosks or shelters, and

therefore opportunities for all-

weather facilities along the pier

neck are limited.

Piers of such design also present

their owners with increased

maintenance and insurance costs.

A longer pier is more at risk of

significant fire due to difficult or

restricted access to the structure,

and at risk of being ‘sliced

through’ by drifting vessels.

The above design implications

mean that these piers are not

commercially viable and continue

to operate on the basis of public

sector subsidisation or charitable

donations.

Southend Pier

Southport Pier

Hythe Pier

P a g e | 37

5. PIER PRESSURE: CHALLENGES FACED BY SEASIDE PLEASURE PIERS

Of course, not all piers are of

such a significant length as those

at Hythe, Southport or Southend.

Nevertheless, Heritage piers also

feature a number of similar design

limitations for commercial

revenue generation.

63% of Heritage Piers are Grade II

listed or above, restricting any

significant redevelopment that

affects the architectural or

historic value of the structure.

Therefore, it is not possible for

owners of such piers to

significantly alter the footprint.

The building of large structures on

the pier itself is also restricted,

and any smaller structures such as

kiosks or windbreaks must be

sympathetic and in-keeping with

pier’s original design.

Due to the significant costs of

maintaining the substructure of

any pier, alongside insurance

costs, coupled with the limited

facilities for income generation,

the majority of Heritage piers are

not financially self-sustaining.

Heritage piers are located in the

most popular seaside resorts

(such as Blackpool and Torquay)

and smaller seaside towns (eg

Clevedon and Cromer).

Heritage piers may look to

develop attractions and facilities

on the foreshore (where planning

restrictions may be less stringent),

or may be subsided by the local

authority, or charge an entrance fee in order to generate income. Commercial operators

who own Heritage piers may seek to cross-subsidise from other businesses within their

portfolio.

Cromer Pier

Bangor Garth Pier

Clevedon Pier

Blackpool North Pier

P a g e | 38

5. PIER PRESSURE: CHALLENGES FACED BY SEASIDE PLEASURE PIERS

5.2 Pier risks:

By their very nature piers are risky structures and the challenges they face are manifold. Fire

can be a significant threat to piers, especially as the majority of pier infrastructure from the

deck upwards is made of flammable materials. Pier fires are difficult to tackle due to access

issues and can spread quickly. There have been a number of significant pier fires during the

21st century, including Brighton’s West Pier in 2003; Weston-Super-Mare Grand Pier in

2008; Hastings Pier in 2010; and Eastbourne Pier in 2014.

The damage caused to Eastbourne Pier by a fire which started in the amusement arcade (Source:

Anya Chapman)

Pier owners and operators are very aware of the significant risk of fire, with the majority

undertaking fire risk assessments, alarm testing, and evacuation drills. Piers are usually

classed as ‘category A’ response by the fire services and some piers can also utilise the

services of the RNLI. However, relatively few piers have automatic sprinkler systems or fire

hydrants installed along the length of the structure, and those that do tend to be piers that

have suffered significant fires in the past, such as Eastbourne, Weston Grand, and Southend

piers. Southend Borough Council invested approximately £500,000 in the pier’s hydrant and

sprinkler system after the last major fire at the pier in 2005.

Piers are also at risk from storm damage and tidal surges. Since 2013 ten of the UK's seaside

piers have suffered significant damage from the impact of storm surges, including Cromer,

Saltburn, Teignmouth, Blackpool North, and Aberystwyth. Growing concerns over climate

change and associated sea-level rise and storm surges impact on the future sustainability of

piers. Research currently predicts a sea level rise of between 25cm to 2.5 metres around

the UK coast during 21st century8, alongside increasingly frequent storm surge events, which

will result in "a severe impact on UK coasts by 2080”9. Further research is needed on the

impact of climate change and storm surges on seaside piers, and the potential for these

structures to assist in coastal defence/management strategies.

8. Edwards, T. (2017), ‘Current and future impacts of sea level rise on the UK’, available at https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/663885/Future_of_the_sea_-_sea_level_rise.pdf 9. Fernandez-Bilbao, A. et al (2011), ‘Impacts of climate change on disadvantaged UK coastal communities’, available at https://www.jrf.org.uk/report/impacts-climate-change-disadvantaged-uk-coastal-communities

P a g e | 39

5. PIER PRESSURE: CHALLENGES FACED BY SEASIDE PLEASURE PIERS

Despite the fact that storms have resulted in millions of pounds worth of damage to UK

seaside piers during the last decade, relatively few pier owners have taken proactive

measures to minimise the risk of storm damage to their structures. Teignmouth and

Cromer piers have recently invested in storm baffles to help dissipate the waves and

minimise damage to the pier structure. Nevertheless, the majority of pier owners are either

unconcerned or unprepared for the potential impacts of climate change.

Building resilience amongst pier

owners is needed as a matter of

urgency. A holistic view of resilience

is required here – embracing

technical, physical, socio-economic

and human aspects. Building

entrepreneurial resilience amongst

pier owners through training and

development is a cost-effective

solution and increases community

engagement and responsibility for

climate change planning.

Another significant risk to those piers

that have wooden piles, is the gribble

worm, which can be thought of as a

type of marine woodlouse. The

majority of seaside piers in the UK

are built on cast iron piles, but piers

such as Yarmouth in the Isle of Wight,

Swanage, and Gravesend are

constructed on wooden piles.

Damage caused by gribble worms to one of the wooden piles at Swanage Pier (Source: Anya

Chapman)

“Well if you’ve got rising sea

levels…what are we going to do? Have

an underwater pier? Are we going to

get extensions to the pier legs? I’m not

saying it doesn’t happen but it’s

nothing we can actually do anything

about”.

John Bollom, Managing Director, Mumbles Pier

“I think our focus is keeping the pier

upright. If we ever get into a situation

where sea levels rise significantly,

enough to compromise the landing

stages, then adjustments will need to

be made, when and if that happens”.

Ben Adeney, Chief Executive, Swanage Pier Trust

P a g e | 40

5. PIER PRESSURE: CHALLENGES FACED BY SEASIDE PLEASURE PIERS

Although piers constructed on wooden piles generally utilise Greenheart timber, considered

to be the most resistant to marine erosion, these piles will still need to be replaced every

25 to 30 years, further adding to the risks and costs of operating a pier.

5.3 Pier costs:

Many piers are circa 150 years old, and as these structures advance in age the risks, and

costs associated with them, increase. Maintenance of pier substructures, decking, and

buildings is an ongoing task that can cost owners between £250,000 to £2,000,000 per

annum depending on the size, location, and usage of the pier. Best practice pier owners and

operators highlight the importance of ongoing maintenance and the allocation of an annual

budget for maintenance.

Pier owners need to allocate a significant part of their annual budgets to the maintenance of

their piers, despite the fact that this investment in maintaining the structure does not

generate income. Development of new income-generating attractions on piers must be

budgeted for in addition to maintenance costs.

In addition to the usual operating costs of any tourist or leisure facility (such as staff wages,

stock, or marketing), pier owners also have the significant cost of insuring their structures.

Many pier owners talk of the difficulty in insuring their piers, especially after major fires at

Weston, Hastings and Eastbourne piers which saw the price of insurance premiums

significantly increase. In addition, many insurers withdrew from insuring pier structures,

leaving relatively few companies in the market and further reducing competitive pricing for

pier insurance.

“We spend an enormous amount

of money on maintenance above

and below the deck. If you

haven’t got the money to spend

on it, it’s going to deteriorate…

and the pier would fall into the

sea.”

Anne Ackord, Chief Executive Officer, The

Brighton Pier Group

“Keeping a pier is high

maintenance. Too often the risk

is that a generation takes the

cash out, and defers

maintenance. It’s the deferred

maintenance issue that becomes

the biggest challenge.”

Rory Holburn, Executive Director,

Openwide International

“We are spending an awful amount of money on the structure itself

this year, which has really eaten away at our cash flow, and having to

do some really big steel repairs. With the pier being such an old and

complex building there is always going to be those maintenance costs

involved, which will always be a challenge.”

Gabriella Wilkinson, Administration Manager, Skegness Pier/UK Piers Ltd

P a g e | 41

5. PIER PRESSURE: CHALLENGES FACED BY SEASIDE PLEASURE PIERS

Those piers in public sector ownership pay comparatively less in insurance premiums than

their commercial or charity counterparts. This is because councils can ‘bundle’ piers

together with other assets in their property

portfolio and are willing to pay a higher

policy excess.

Conversely, insurance premiums for piers in

commercial sector ownership can vary

widely, depending on age, condition, size,

location, and construction of the pier

structure. Some commercial sector pier

owners admit that their insurance is limited

only to the buildings on the pier as insuring

the structure itself would make the pier

commercially non-viable. Those that do

insure the pier structure can pay between

£150,000 to £800,000 per annum for their

insurance premiums. However, very few

piers are insured for total loss.

Therefore, the limited insurance of pier

structures can be considered a major threat

to the future sustainability of seaside piers.

The National Piers Society has been

campaigning for a consensus between the

insurance industry and pier owners on a set

of safety management requirements based

on certification and annual inspection. Such

guidelines and procedures may allow the

insurance industry to regain confidence in

insuring piers and reduce policy premiums.

When piers suffer significant damage from

storms, fire, or other risk factors, few will

be fully restored due to the limitations of

pier insurance policies. This is especially the

case for the 54% of seaside piers operating within the commercial sector as their owners

have limited financial reserves to undertake full restoration of significant loss to their piers.

“(Insurance) underwriters are running scared simply because of what

has happened primarily at Weston. That was the final nail in the

coffin, as far as insurers were concerned, and they started dropping

piers left, right and centre, so there are very few players left in the

market place now to underwrite piers. That really was a game

changer.” Stanley Threadwell, Managing Director, Felixstowe Pier

“We pay £58,000 per year for a

£16 million total loss. We have

£58 million worth of assets and

they are all insured with Zurich

so it is just part of an overall

premium, but it’s the biggest

individual player in there.

Potentially, if we were just

insuring that we might have

difficulty, but it is part of a

portfolio of assets.”

Russell Tanner, Assets and Property

Programme Manager, North Norfolk District

CouncilNorfolk District Council

“The problem is no one can

afford to insure piers for their

reinstatement. It would be £50

to £100 million to bring this

(pier) back. You can’t afford to

insure for that. There will be no

pier in the country that is

insured to its full reinstatement.

It’s impossible to do it.” Anne Ackord, Chief Executive Officer, The

Brighton Pier Group

P a g e | 42

5. PIER PRESSURE: CHALLENGES FACED BY SEASIDE PLEASURE PIERS

At present, external funding and grants for pier restoration is predominantly restricted to

public and third sector/charity owners.

External funding sources available to seaside piers

Organisation Funding scheme Availability

UK Government Coastal Communities

Fund. Funding for projects over £50,000, no upper

cap.

Available to all sectors, but must be in

partnership with public/third sector organisations and Coastal Community

Teams.

UK Government

(England only)

Coastal Revival Fund.

Funding for heritage

projects up to £50,000.

Available to all sectors, but award is made to

local authority to distribute funds.

The National

Lottery Heritage

Fund

A range of grants from

£3,000 to £5 million.

Heritage Horizon Awards

of £5 million +

Grants of up to £10,000 available for heritage

assets in private ownership. Grants over

£10,000 are for not for profit organisations

or partnerships led by not for profit organisations.

Welsh Government/

Development Bank

of Wales

Welsh Tourism Investment Fund. Funding (a mixture of

grant and loan repayments)

for £100,000 to £5 million.

Available to all private and third sector tourism organisations based in Wales

CADW (Wales

only)

Historic Buildings Grant.

Match funding of up to

£50,000 for capital repair

projects.

Available to all sectors. Listed buildings only.

Historic England

(England only)

Various grant schemes

available for repairs/

protection/ urgent works notices of historic

buildings.

Often restricted to listed buildings at or

above II* or to structures on the ‘heritage at

risk’ register.

Historic

Environment

Scotland (Scotland

only)

Historic Environment

Repair Grant. Funding of

£10,000- £500,000

available.

Limited to not-for-profit organisations or

partnerships led by not for profit

organisations.

Architectural

Heritage Fund

Various grants from

£15,000 to £350,000.

Heritage Impact Fund loan scheme £25,000 to

£500,000.

Limited to charitable/community

organisations only.

Regional/ smaller funding schemes

The Heritage Funding Directory

Lists grants and funding schemes available to

specific sectors/structures.

Various – see full funding directory at https://www.heritagefundingdirectoryuk.org/

Commercial sector organisations

Various companies offer relatively small-scale grants.

Limited to not-for-profit organisations. Searchable database (subscription required)

at https://fundsonline.org.uk/

Those piers operating within the commercial sector that have previously applied for

significant external funding have been declined, such as the European Regional Development

P a g e | 43

5. PIER PRESSURE: CHALLENGES FACED BY SEASIDE PLEASURE PIERS

Fund bid for £1.2 million which involved Skegness Pier, or Felixstowe Pier’s bid in 1999 for

Heritage Lottery funding for repairs to the pier neck.

External funding bids secured for seaside piers

Pier Lead organisation Funding source

Blackpool’s three

piers

Blackpool Council World Monuments Fund ‘Watch Status’. Funding

for two ‘watch days’ held on Blackpool North Pier

and international conference on climate change and

coastal heritage. Coastal Revival Funding for

economic sustainability study.

Bognor Regis Pier The Bognor Pier

Trust

Awarded Coastal Revival Funding and Coastal

Communities Funding. Heritage Lottery Funding round one awarded but bid later withdrawn.

Clacton Pier Tendring District Council

Coastal Revival Funding for feasibility study of Jolly Roger building.

Clevedon Pier Clevedon Pier Trust Awarded Heritage Lottery Funding (twice), Historic

England grant, Coastal Communities Funding

Gravesend Town

Pier

Gravesham Borough

Council

Awarded Interreg and Development Agency

funding for pier landing stage.

Hastings Pier Hastings Pier

Charity

Awarded Heritage Lottery Funding for rebuilding

pier after fire.

Herne Bay Pier Herne Bay Pier

Trust

Awarded Coastal Revival Funding (twice).

Penarth Pier Penarth Arts &

Crafts Ltd

Awarded Heritage Lottery Funding for planning of

pier pavilion restoration.

Saltburn Pier Redcar & Cleveland

Borough Council

Awarded Heritage Lottery funding for pier

restoration.

Southsea South

Parade Pier

South Parade Trust Awarded Heritage Lottery Funding for consultation

event, and Coastal Revival Funding for pier roof

repairs.

Southport Pier Southport CCT &

Sefton MBC

Awarded Coastal Community Funding for pier

restoration and upgrading of facilities.

St Anne’s Pier St. Annes Enterprise

Partnership CCT

Awarded Coastal Revival Funding for structural

repairs.

Sunderland Roker

Pier

City of Sunderland

Council

Awarded Heritage Lottery Funding for restoration

of pier

Swanage Pier Swanage Pier Trust Awarded Heritage Lottery Funding (three times),

Coastal Communities Funding for pier restoration

and development.

Yarmouth Pier

(IoW)

Yarmouth Harbour

Commissioners

Awarded Heritage Lottery Funding (twice) for pier

restoration and public engagement project.

“We formed a trust with the council and a couple of other trustees

and we spent something in the region of £90,000 on feasibility studies

and demand analysis. Anyway, that fell on stony ground having done

all that work, basically because we are predominately a privately-

owned pier.”

Stanley Threadwell, Managing Director, Felixstowe Pier

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5. PIER PRESSURE: CHALLENGES FACED BY SEASIDE PLEASURE PIERS

Of the 15 piers listed above that have received external funding, only 5 of them operate

within the commercial sector, and these funding bids have been led/secured by partners

from the public sector or charitable organisations. The piers that have secured the largest

amounts of external funding all operate as charitable trusts, such as Clevedon, Hastings

(formerly), and Swanage piers.

While the funding opportunities for piers in the

public and not for profit sectors are to be lauded,

and many have benefited from securing external

funding, piers in commercial ownership are

without access to such funds. Therefore, if

commercial piers require significant maintenance

or repair this has to be self-financed.

A number of commercial sector pier owners

advocate exemption from business rates for

seaside piers, to enable further investment in the

maintenance of these structures. Many have

suggested that they would prefer a rate rebate or

‘ringfencing’ scheme for pier maintenance rather

than the opportunity to apply for external

funding.

“Profits are becoming more

and more marginable

because of higher costs now. I

think the government needs

to put in a bit more of a

helping hand.”

Stanley Threadwell, Managing Director,

Felixstowe Pier

“If we can persuade the Government to say to pier operators look, we

should pay business rates, but our business rates should be ring-fenced

and we should be forced to spend that money deck-down (on the

pier’s substructure) and provide evidence that that’s been spent. It’s

being put back into something that’s going to sustain jobs, keep people

visiting, it’s almost a no brainer isn’t it? There are 60 piers around the

country and there’s £100,000 rates, it’s only £6 million. That’s what

piers need.”

Billy Ball, Managing Director, Clacton Pier

“I do think rates are a big issue for piers. I don’t ever see why there

shouldn’t be some sort of exemption for piers.”

John Bollom, Managing Director, Mumbles Pier

“If there was some help that the piers could get through rateable

value, I think this is the clearest and the fairest way. Just basically a

reduction in rates, in fact if any rates at all, because it is the fact

you’re maintaining and investing in the pier which helps the fabric of

the resort, and actually adds something to the resort.”

Stanley Threadwell, Managing Director, Felixstowe Pier

P a g e | 45

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

6. Best practice piers: the top ten seaside pleasure piers

While the challenges faced by seaside piers have been discussed, the majority are rising to

these challenges and maintaining successful and thriving piers, enjoyed by visitors and

residents alike. There are many ‘best practice’ piers that could have featured in this study,

but the following section will draw on only ten piers, in no particular order, to highlight

aspects of their operation that are successful, sustainable, and leading in the field. The ten

pier organisations are drawn from the commercial, public, and charitable/trust sectors and a

variety of ‘Seaside Special’, ‘Heritage’, and ‘21st Century Innovator’ piers.

Interviews with best practice pier owners were conducted between March and May 2019,

covering pier ownership, management and operation, the significance and role of the pier,

challenges faced, and the future for the pier. The interviews were recorded with permission

and transcribed in full.

The identification of the best practice piers was enabled through the ‘pier review’ database

and in discussion with members of the National Piers Society’s executive committee.

P a g e | 46

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

6.1 Bournemouth Pier: Unique adventure sports attractions

Bournemouth Pier is owned by Bournemouth Christchurch and Poole (BCP) Council, which

operate the amusement arcade at the pier’s entrance, maintain the pier, and operate the

seasonal (April to October) pier toll, which is currently £1.30 adult/ 90 pence junior. Since

2006 the Council have leased the above-deck attractions to Openwide International on a

25-year lease. The above-deck attractions include the Key West restaurant and events

space, catering and retail outlets at the front of the pier, and the pier theatre. In 2014 the

pier theatre was converted to the Rock Reef indoor climbing and adventure activity centre,

and the Pier Zip was installed at the end of the pier, the first pier-to-beach zipline, with over

£2 million invested by Openwide.

What Bournemouth Pier does well:

• Innovative and iconic attractions: The PierZip is a unique attraction appealing to

Bournemouth’s visitor market, and also acting as an effective marketing tool to attract

footfall onto the pier. The Rock Reef facility has provided a novel and commercially

viable use for the former pier theatre venue which appeals to local residents and

increases footfall out of season.

• Marketing and promotions: the use of the large LED screen on the pier to advertise

events and special offers alongside signs at the front of the pier (ahead of the pier toll)

to raise awareness of the attractions on the pier. Good use of promotions and

discounts out of season to appeal to the local catchment area and increase repeat visits.

• An effective public-private partnership: a relatively long-term lease of 25 years has

enabled Openwide to invest in major attractions for the pier while having the longevity

of the lease to ensure a return on their investment. Short-term partnerships would

hinder such investments.

• Events and party-packages: The use of Key West restaurant as a wedding venue and

functions hire and the Rock Reef is a popular venue for corporate team-building events

and children’s parties, ensuring out-of-season use.

• The use of the pier in wider resort strategies and marketing: the pier features

prominently in marketing campaigns for Bournemouth and Dorset at a national and

international scale. The pier is the ‘major destination point’ for the central beach area in

the current Bournemouth Seafront Strategy. Bournemouth Pier is therefore of strategic

importance in attracting visitors to the resort.

“It had to be an entertainment-based use for the theatre, it had to

appeal to the footfall market and ideally have a local market appeal

as well, and that is what Rock Reef provides.”

Rory Holburn, Executive Director, Openwide International

All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier.

P a g e | 47

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

Bournemouth Pier (clockwise from top left): the recently refurbished pier approach

landscaping and attractions, which cost BPC Council approximately £4 million and links the

pier and seafront to the lower gardens; the PierZip which opened in 2014 is the only pier to

beach zip line; marketing the pier’s attractions and facilities at the toll booth; some of the

clip and climb walls and ‘death slide’ inside the Rock Reef attraction; the Rock Reef café with

the highline ropes course in the background.

All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier.

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6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

6.2 Brighton Palace Pier: The most visited pier in the UK

With an estimated 4.68 million visitors10 per year, Brighton Palace Pier is the most visited

pier in Britain and the fourth most visited attraction in the UK. Brighton Palace Pier is

currently the only seaside pier operating as a public limited company (PLC) and forms part

of the Brighton Pier Group. The pier operates throughout the year offering a range of

traditional seaside attractions including rides, amusement arcades, bars and restaurants

alongside facilities such as events and conferencing spaces and soft play.

What Brighton Palace Pier does well:

• Marketing and promotions: Brighton Palace Pier has the largest social media following of

all UK piers, with over 50,000 likes on Facebook, 10,000 followers on Twitter, and was

recently named by Google as the 5th most Instagramable location in the UK. The pier

runs a series of events throughout the season, mainly focusing on free music or

children’s events. Once on the pier there are plenty of signs and banners advertising the

pier’s attractions and facilities.

• Increasing dwell time on the pier: through providing deckchairs which are free to use.

By increasing the time visitors spend at the pier, there is increased opportunity to

spend.

• Regular and ongoing maintenance of the pier structure: planned maintenance with an

allocated budget and an annual full survey of the pier substructure.

• Engaging local audiences: reverting to the use of ‘Palace’ in the pier’s title after a

campaign by residents which featured prominently in the local press. Launching a

‘resident’s card’ which offers discounts and promotions to Brighton and Hove residents.

• Local employment: Brighton Palace Pier employs over 500 people during peak season

and maintains a core of 200 permanent employees, making the pier one of the largest

employers in Brighton.

• Events and functions: private, corporate, and wedding function packages with flexible

venue capacity of up to 3000.

• An experienced and innovative management team: led by CEO Anne Ackord who was

General Manager of the pier under previous ownership.

• Upgrading of food, beverage and retail offering: in keeping with the Group’s strengths,

and providing quality facilities and products. Revenue generation is now split equally

between the arcades, rides, and bars and restaurants on the pier.

• Targets a broad range of markets: due to the wide range of products and facilities that

the pier offers.

All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier. 10. Visit Britain (2018) ‘Annual Survey of Visits to Visitor Attractions’, available at: https://www.visitbritain.org/annual-survey-visits-visitor-attractions-latest-results

“We’re just staying in tune with what people want…people want to sit

in a restaurant, drink a cocktail, and look out at sea (and) we create

those better environments.”

Anne Ackord, Chief Executive Officer, The Brighton Pier Group

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

Brighton Palace Pier (clockwise from top left): the Sunset Garden cocktail bar;

advertising the ‘Brighton Music Walk of Fame’ interactive trail and app, a joint venture

between the pier and Fame Media Tech; the famous ‘Brighton Palace Pier’ sign which

replaced ‘Brighton Pier’ signage with the name change; children’s soft play facilities

suspended above the amusement arcade games; free deckchairs to increase dwell time on

the pier; crowds enjoying the pier deck and funfair rides.

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

6.3 Clacton Pier: The all-weather pier

The pier has been owned and operated by brothers Billy and Elliot Ball since 2009. Since

taking ownership, they have undertaken a significant multi-million pound investment in the

pier to make it a year-round operation, alongside diversifying the product offering to appeal

to Clacton’s visitors and residents. The pier now features bars, restaurants, soft play

facilities, an aquarium, adventure golf course, performance and events venue, and

amusement arcades and rides.

What Clacton Pier does well:

• Indoor all-weather facilities: enabling the pier to operate throughout the year and

reduce seasonality. Investment of over £4 million to extend the pier’s indoor product

offering and to target different market segments.

• Use of technology to make operating systems more efficient: use of Planday app for staff

timeclock, communication and payroll; use of Mobaro app for allocating team and

individual employee tasks; integrated Point of Sales (POS) systems for monitoring sales

and stock levels.

• Use of technology to enhance visitor experience and increase retention: monitoring of

visitor numbers and visitor spend; use of radio frequency identification (RFID) tags in

ride wristbands to monitor ride usage; annual pass card offering unlimited rides and

discounts at the pier’s other facilities; Clacton Pier Fun Card which acts as a contactless

payment and discount card which can be used on the majority of the pier’s attractions.

• Strong public relations: experienced in-house marketing team; building and developing

the ‘Love Clacton’ brand in conjunction with other organisations; relatable figureheads

in Billy and Elliot Ball; consistent provision of information via the Clacton Pier blog and

social media sites.

• Quality amusement arcade: featuring the latest machines which are well-maintained.

The redemption offering (where tickets are exchanged for prizes) is excellent and the

use of the Fun Card as a ticket storage device increases customer loyalty and repeat

visits.

• Wider links with amusement and funfair industry: enabling the updating/rotation of rides

and attractions to encourage repeat visits.

• Engaging local residents: development of the ‘Discovery Bay’ soft play facility, catering

provision, and children’s party provision which encourages year-round use.

“If you look at a traditional summer season in a seaside town it’s

really only 12 weeks, so it was fairly obvious very early on that we had

to do something to combat that. We always had a vision that we

wanted to create an indoor offering that was more 52 weeks a year.”

Billy Ball, Managing Director, Clacton Pier

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

Clacton Pier (clockwise from top left): ‘Love Clacton’ branded merchandise in one of the

pier’s souvenir shops; the amusement arcade and redemption shop with prizes displayed;

themed ‘Skull Point’ adventure golf; advertising the benefits of using Clacton Pier’s Fun Card;

indoor dodgem track located on top of a catering facility; ‘Number 1 North Sea’

address/branding on the east side of Clacton Pier.

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

6.4 Cromer Pier: The finest seaside pier theatre entertainment

Cromer Pier is owned and maintained by North Norfolk District Council, with above-deck

facilities leased to commercial operator Openwide International. The pier features the only

remaining ‘end of the pier’ variety show during the summer season and the pier theatre

hosts a range of shows throughout the year and has a seating capacity of 500. The pier

features a theatre bar and catering facilities alongside the theatre box office and gift shop.

The end of the pier houses the RNLI Cromer lifeboat station which is open to visitors.

What Cromer Pier does well:

• Ongoing investment in maintenance: Cromer Pier

has suffered tidal surge and storm damage with

North Norfolk District Council (NNDC) spending

significant sums in repairing and maintaining the pier

structure.

• Use as a filming location: Cromer Pier has featured

in high-profile TV and films, most notably appearing

as the backdrop for BBC One’s Christmas 2018

campaign, which increases awareness of, and footfall

on, the pier.

• Successful public-private partnership: operating the

above-deck on a ten-year lease with Openwide

International, providing the expertise in operating

the theatre and restaurant.

• Annual programme of events: Many of Cromer’s

events are hosted, or are centred on, the pier such

as the New Year fireworks, the annual Carnival, Folk

on the Pier, or the World Crabbing Competition.

Events are used to successfully extend the season.

• Providing facilities and the aesthetic of a traditional

heritage pier: careful consideration of planning

regulations and Grade II listed status in new

developments and ensuring that attractions are in-

keeping with the pier’s heritage.

CROMER PIER REPAIR AND

MAINTENANCE SPENDING

2018-19

• £150,000 on 5-year

programme of substructure

surveys

• £550,000 on survey priority

works (steel trusses, tie

bars, substructure decking

support and decking)

• £8,000 upgrading fire alarm

system

• £37,000 on new Pavilion

Theatre stage flooring

• £45,000 on new deck

lighting, benches and

redecorating

• £25,000 upgrading stage

lighting

• £300,000 reroofing works

to Pavilion Theatre

• £30,000 new pier sewage

storage tank and pump

Figures provided by Russell Tanner,

Assets and Property Programme

Manager, North Norfolk District

Council

“In some ways it is incredibly fragile but you just have to accept it’s

such an iconic structure in the middle of a beautiful part of the world,

and that people want it to be there. Cromer and North Norfolk would

be far worse for not having the pier. We have recognised its iconic

nature, therefore we want to keep it. We are custodians and it’s our

responsibility to look after it.”

Nick Baker, Corporate Director & Head of Paid Service, North Norfolk District Council

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

Cromer Pier (clockwise from top left): The Pavilion Theatre interior showing the recently

refurbished stage; the entrance approach to the pier, advertising the ‘Cromer Pier Show’ for

summer 2019 and showing part of the £8 million sea defence scheme which was completed

in 2016; under the pier ‘storm baffles’ which are used to dissipate waves and prevent the

lifting of pier decking and above-deck structures; the Pavilion Theatre programme January to

September 2019; the deck of Cromer Pier showing the symmetry of the pier buildings and

structures; Cromer Pier substructure, featuring the concrete encasements to support the

pier piles from erosion.

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

6.5 Felixstowe Pier: Successful product and market diversification

Felixstowe Pier has been owned and operated by the Threadwell family for over 50 years,

bringing a wealth of experience and expertise. Alongside Felixstowe, the Threadwells also

own Great Yarmouth Britannia and Wellington Piers, with each operation catering for a

different market segment. In 2017 Felixstowe Pier reopened after undergoing major

redevelopment and now offers a state-of-the-art Family Entertainment Centre, the

renowned Boardwalk café bar, and other catering and retail outlets. The pier operates

throughout the year.

What Felixstowe Pier does well:

• Rejuvenation of product offering and pier structure: Felixstowe Pier was rebuilt to offer

open deck space and a multi-purpose all-weather venue housing a range of facilities and

attractions at a cost of over £3 million. The truncated pier neck, closed since late

1990s, was left in-situ as the new pier developed at the foreshore, reducing seasonality.

• Clear target markets: the redevelopment of the pier enabled the owners to upgrade

their food and beverage offering with the Boardwalk café bar, providing quality food and

an upmarket environment. The pier’s Family Entertainment Centre appeals to the family

market. The piers at Great Yarmouth also have clear market segments, with Britannia

Pier appealing to older visitors and residents, and Wellington Pier aimed at the younger

family market. Therefore, each of the three piers target different segments, minimising

competition within the portfolio.

• Wider regeneration of the resort seafront: the pier acts as a focal point for Felixstowe

seafront, which has undergone significant regeneration since 2012 with the restoration

of the seafront gardens, reopening of the Spa Pavilion, residential development, and the

redevelopment of the former boating lake into an events space.

• Recognising the importance of walking over the waves: designing the new pier to

include deck space and seating and recognising that this facility remains the pier’s unique

selling point.

• A wide range of evening entertainment and events: hosted throughout the year within

the Boardwalk café bar, appealing to different market segments and attracting locals and

visitors.

“We brought a completely different demographic of people because of

the Boardwalk offering, where people are coming down purely for

that and would never think about walking in the Family Entertainment

Centre. They are coming down for that experience of sitting on the

deck having fish and chips over the sea.”

Stanley Threadwell, Managing Director, Felixstowe Pier

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6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

Felixstowe Pier (clockwise from top left): The newly rebuilt entrance building to the pier

with public space to the front which can be utilised as additional events space; side view of

the new pier development showing the closed pier neck; the deck being utilised for al fresco

dining; the bright and airy surroundings of the Family Entertainment Centre; the upmarket

interior of the Boardwalk café bar; the pier substructure clearly showing the newly built

shoreward section in comparison to the older pier neck.

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

6.6 Herne Bay Pier: A vibrant pier operated by a charitable trust

The pier is owned by Canterbury City Council, and has been leased since 2013 to Herne

Bay Pier Trust (HBPT), a charitable organisation that was originally developed by the

Council. Although the Council still have input to the Trust, and maintain the substructure,

Herne Bay Pier is an excellent example of charitable trust operation of a seaside pier. HBPT

have developed a range of attractions and facilities on the pier, including a retail village,

catering operations, family funfair rides, events space, and wedding venue.

What Herne Bay Pier does well:

• Community involvement and engagement: the pier operation is staffed and managed by

enthusiastic volunteers, none of whom are paid. HBPT work in conjunction with other

charitable and community organisations and business enterprises within Herne Bay. The

pier is viewed as the highest profile regenerating tool for the whole town.

• Green credentials: HBPT are exploring the use of wind and wave turbines for the pier

to generate electricity. The Trust have recently been awarded £50,000 Coastal Revival

Funding to implement solar panels and have a target to achieve an 80% ‘plastic-free pier’

by 2020.

• Hothouse for business start-ups: The pier can accommodate over 30 small business

start-ups in the beach-hut retail village. Since starting the operation, a number of these

small businesses have expanded and moved into larger premises within the town,

revitalising the high street. The beach hut retail and catering tenants on the pier

currently include a micro-brewery, clothing, homeware, a variety of catering outlets

featuring different cuisines, a pet shop, souvenirs shop, and a wedding venue. Huts are

rented from HBPT on a monthly or annual basis, with rental during January and

February free of charge to provide financial relief during the toughest trading months.

• Events for the pier and for the town: The pier run a variety of events throughout the

year, mainly focusing on music and children’s events on the pier stage during the

summer months, and seasonal events such as Halloween and Christmas ice rink to

drive footfall out of season. Herne Bay Pier also acts as a major venue for wider events

in the town such as The Herne Bay Festival and the Jazz & Swing Festival.

• A five-year strategic plan: during the first plan (2014-2019) the key objectives for HBPT

were to ‘reclaim’ and ‘regenerate’ the pier, which they have successfully achieved. As

the pier is now full of attractions and facilities, the next strategic plan (2019-2024) will

focus on ‘consolidating’ with the ambition to extend the pier in stages to increase its

offer. HBPT’s ambition is to reunite the pier with the isolated pier head.

“There’s only about nine of us trustees plus a few volunteers, none of

us get paid so there’s no overheads like that. We just work our socks

off and it’s passionate, and we’ve got the town around us, it’s lovely.

People love it.”

Doreen Stone, Chairperson, Herne Bay Pier Trust

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

Herne Bay Pier (clockwise from top left): The pier is now at full capacity for attractions

and facilities and has a strategic plan to rebuild and extend the pier in phases; the canopy

used predominantly as a sheltered outdoor eating space; ‘Beach Hut Weddings’ and pier as

a wedding venue; the pier is a popular attraction for families; the pier stage open-air venue

for concerts, shows and films; management of the tenants ensuring that retail and catering

facilities don’t duplicate their product offering.

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

6.7 Mumbles Pier: The most experienced pier operators in the UK

Mumbles Pier has been owned and operated by three generations of the Bollom family since

the 1930s. The Bolloms are experienced and well-respected amusement caterers and have

chaired a number of national trade organisations. The pier is currently undergoing significant

structural repairs, and an upgrade of its product offering. The pier head is occupied by the

RNLI lifeboat house which was rebuilt and reopened in 2014. The pier features a bowling

alley, amusement arcade, café and upmarket fish restaurant.

What Mumbles Pier does well:

• Long-term investment in the pier: structural repair and refurbishment works are being

funded by the development of the land adjacent to the pier, which will feature 30

residential apartments and a boutique hotel which will be owned and operated by the

Bollom family.

• Redesign of the pier substructure: the galvanised latticework steel trusses have been

replaced with prefabricated curved steel beams as part of the repair and refurbishment

works. This reduces future maintenance requirements and also makes the pier

substructure easily accessible under the deck with the use of youngman boards working

platforms, reducing the use and associated expense of rope access, providing a long-

term, sustainable solution to ongoing maintenance.

• Upgrading product offering for the future: plans to increase and diversify the pier’s

attractions and facilities include converting the old boathouse into a wedding venue and

champagne and oyster bar, and the current bowling alley into an events and function

suite.

• Future-proof arcade offering: conscious of the move towards a cashless society, the

amusement arcade currently offers the Mumbles Pier Gamez Card. The card can be

credited for use throughout the pier’s facilities and also provides special offers and

promotions, such as half-price arcade games during off-peak hours.

• Events and promotions for local residents: recognising the importance of a year-round

operation the pier hosts local charity events, children’s competitions and

free/discounted meal packages, with a ‘community space’ available to local charitable

organisations.

• Working in conjunction with the RNLI: leasing the pier head and access rights to the

pier, providing another source of funding for pier maintenance.

“Every pier is different in so many ways, in terms of the sustainability,

maintenance, and what it offers, and it really comes down to

knowledge of your pier more than anything else.”

John Bollom, Managing Director, Mumbles Pier

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

Mumbles Pier (clockwise from top left): mid-restoration of the pier substructure, the new

steel arches replacing the old lattice-work steel trusses and reducing future maintenance

requirements; the pier advertising the benefits of their ‘Gamez Card’, an aerial view of the

pier and headland showing the new RNLI boathouse at the end of the pier and the old

boathouse which is to be converted into a new attraction; the proposals for the headland

development which will fund the future upkeep of the pier; the Copperfish restaurant and

bar which compliments other food and beverage outlets on the pier.

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

6.8 Skegness Pier: Continuously updating product offering

Skegness Pier is operated by UK Piers Ltd, a family business which has owned the pier since

1966. During this time the company have undertaken significant investment in the pier’s

facilities and attractions. Despite being only a quarter of its original length, Skegness Pier

packs in a lot of attractions which are targeted at the whole family. The pier has suffered

storm damage, with the last major storm in December 2013 leading to a major

refurbishment of the pier’s attractions. In 2016 Skegness Pier upgraded the pier roof to

enable year-round trading and reduce seasonality.

What Skegness Pier does well:

• Contemporary and cutting-edge attractions: The pier entrance building includes a new

virtual reality attraction, the escape rooms, bowling alley, a soft-play facility, licensed

beach bar with live entertainment, laser quest facility, and Hollywood bar and grill

alongside a substantial amusement arcade. The product offering is aimed at the family

market and is refreshed on an annual basis to encourage repeat visits.

• Engaging local residents: investing in the new roof to enable effective operation of the

attractions throughout the year. Encouraging repeat custom through the use of the

Skegness Pier Loyalty Card. Use of a wide range of party packages (Laser quest,

bowling, escape rooms and virtual reality-based packages) to appeal to corporate and

kids’ markets.

• Effective use of limited space: Skegness Pier features attractions above and below deck.

The space under the foreshore entrance building houses attractions including the

escape room, laser quest, bowling alley, and beach bar. This provides the pier with

multiple access points.

• Strong social media presence: use of competitions and promotions to increase social

media reach and engagement. Effective monitoring and expeditious response to online

feedback posts such as TripAdvisor.

• Excellent customer service: Skegness Pier has received the TripAdvisor Certificate of

Excellence (average rating of 4 out of 5 stars or above over a one-year period) for five

consecutive years and qualified for TripAdvisor ‘Hall of Fame’ status in May 2019.

“We like to have something different each year for people to come and

see. In 2017 we opened the escape rooms, last year we opened the

beach bar, and now this year we have opened the virtual reality. No

doubt there will be something new on the cards for next year.”

Gabriella Wilkinson, Administration Manager, Skegness Pier/UK Piers Ltd

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6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

Skegness Pier (clockwise from top left): The Hologate virtual reality attraction which was

installed during 2019; the entrance building to Skegness Pier advertising the pier’s

attractions; with space at a premium the soft play facility is suspended above the amusement

arcade and also acts as advertising space for the pier’s other attractions; on deck

amusements and rides which are operated by concessionaires; the uncluttered seaward end

of the pier deck; free deckchair use offered by one of the concessionaires, Cheryl’s Kiosk,

which increases visitor dwell time on the pier.

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

6.9 Southend Pier: The longest pleasure pier in the world

Sir John Betjeman famously declared that “the pier is Southend, Southend is the pier”,

summarising the town’s relationship with its pier. At over 1.3 miles in length, the pier

dominates Southend and because of the enormity of the structure it is council owned and

subsidised. Southend Borough Council have a revenue budget of £380,000 per annum for

the pier, and a planned capital investment over the next five years of £18 million for a

proposed new shoreward pavilion (subject to market research and public consultation),

replacement of pier train rolling stock & upgrading the pier railway, and substructure

maintenance. Southend Pier receives the most local authority funding in the UK.

What Southend Pier does well:

• Recognising the value of the pier to the town: Public sector investment in the pier has

been significant, with the long-term vision to make the pier head a destination with a

range of family attractions. Being the longest pleasure pier in the world provides

Southend with a unique marketing tool as a visitor destination.

• Using the pier as a filming location: The Channel 4 programme Jamie and Jimmy’s Friday

Night Feast has been broadcast from a specially constructed ‘café’ at the end of the pier

since 2014. Visitor demand to visit the café film set led to the Council opening the

facility as an afternoon tea venue in 2019.

• Rising visitor numbers: The development of the pier head attractions since 2012

alongside television coverage has raised annual visitor numbers to the pier from

218,000 in 2010 to 367,000 in 2018, with the council’s long-term ambition to achieve a

million visitors per annum.

• Partnerships with charitable and commercial sector organisations: Southend Borough

Council lease many of the piers attractions. The pier head houses the RNLI lifeboat

station and museum and the pier entrance building features the Southend Pier Museum

which is operated by the Southend Pier Museum Foundation Trust. At the pier head

there are a number of commercial enterprises operating the pavilion café, beach hut

retail, and crazy golf course. The council operate the pier gift shop, trains, and pier toll.

• The Council has developed short, medium and long-term objectives for the pier as part

of the wider long-term strategy for Southend. The ‘Southend 2050 roadmap’ was

published in 2019 after extensive public consultation.

• Reducing seasonality: seasonal variation of pier toll alongside an events programme

including Halloween ‘ghost trains’ and a Santa’s grotto at the pier head. The proposed

development of the new landward pavilion will ensure year-round operation, even when

the pier head is closed due to inclement weather.

“It is amazing actually how far a reach the pier has got. The further

you go away from Southend, the more the pier rises in prominence. If

somebody has heard of Southend it is probably because of the pier.” James Courtenay, Councillor and Deputy Leader (2011-2019), Southend Borough Council

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

Southend Pier (clockwise from top left): A view of the 1.3 mile Southend pier from the

top of pier hill, showing the pier entrance building and the Adventure Island amusement

park; Southend Pier museum is housed in the pier entrance building; new ornamental kiosks

along the pier deck; the pier head Royal Pavilion and Cultural Centre which opened in 2012

at a cost of £3 million; Jamie and Jimmy’s café, the location for the filming of the Channel 4

programme ‘Friday Night Feast’ and now open as a visitor attraction; the development of

new beach huts at the pier head which house a range of retail and catering facilities.

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

6.10 Swanage Pier: Securing funding for a sustainable future

Swanage Pier has been owned and operated by the Swanage Pier Trust charity since 1994,

when the pier was sold by the town council for the nominal sum of £1. The pier was in a

precarious state, with significant damage to the structure, but the Trust began their

fundraising activities and successfully secured £1 million to restore the pier, which reopened

in 1998. Since then the Trust’s form and function has changed as they have moved from

saving the structure towards securing a sustainable future for the pier. Swanage Pier Trust

has been successful in securing a number of external funding bids in addition to fundraising

through crowdfunding, events and plank sponsorship schemes. In 2019 Swanage Pier

reopened after significant refurbishment and the conversion of the Marine Villas building

into a visitor centre, café, gift shop, meeting and venue hire, and a community radio station

at a total cost of £2.2 million which was raised from external funding bids and fundraising

activities. The range of facilities now housed on the pier will enable a self-sufficient future

for Swanage Pier. The pier currently attracts 125,000 visitors per annum and contributes

(directly and indirectly) £2.1 million to the local economy.

What Swanage Pier does well:

• A clear strategic direction: Swanage Pier Trust are focused on maintaining the heritage

of the pier and this influences the type of attractions and facilities on the pier.

Maintaining the landing stages is key to this vision so that the pier can operate pleasure

cruises and retain its original purpose. The pier’s mission statement ‘to conserve,

maintain and enhance the iconic Victorian pier for the benefit of visitors and the local

community for generations to come’ indicates the importance of the heritage and

sustainability of the pier.

• Engaging younger people: As a heritage pier, Swanage Pier’s core market are the older

generation. However, the Trust aims to target young people and children through a

variety of initiatives. The Purbeck Coast community radio station encourages young

people to become involved. The Trust also provides a range of educational resources

and facilities, including teaching spaces at the pier, a learning and resources officer, pier

tours for schools, and free learning resource packs.

• Integrated marketing: Swanage Pier links to other heritage attractions within the local

area, such as The Swanage Railway, Durlston Country Park, and Swanage Museum in

cross-promotional activities. The ‘Durlston Explorer’ bus route effectively packages the

attractions into a coherent visitor experience.

• Engaging and retaining volunteer staff: Swanage Pier Trust employ a volunteer support

officer to liaise with volunteers, ensure clear communication, training, and to organise

events and activities for the pier volunteers. Volunteer staffing at the pier accounts for

approximately £90,000 worth of workforce hours per annum. Volunteer uniforms are

also provided, free of charge, through sponsorship from City Cruises.

“The pier has been restored in its original form for its original

purpose… and that is what people fall in love with. Maintaining it in

this state is important for generations to come.” Ben Adeney, Chief Executive, Swanage Pier Trust

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All pictures of ‘best practice’ piers taken by Anya Chapman, with the exception of pictures of Mumbles Pier which are courtesy of Mumbles Pier, and Herne Bay Pier courtesy of Herne Bay Pier Trust.

6. BEST PRACTICE PIERS: THE TOP TEN SEASIDE PLEASURE PIERS

Swanage Pier (clockwise from top left): The new Purbeck Coast studio housed within the

Marine Villas, broadcasting community radio from August 2019; the original toll booth at the

entrance to the pier, advertising the pier’s link with City Cruises which sail from the pier’s

landing stage; the new Swanage Pier visitor centre and gift shop which opened in 2019; the

‘Divers Down’ diving school business located on the pier; the pier head and landing stage,

with plank sponsorship plaques displayed on the pier deck; the 1859 Pier Café and Bistro,

opened in 2019 as part of the £2.2 million refurbishment of the pier and Marine Villas

building.

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7. PIER SUSTAINABILITY TOOLKIT

7. Pier sustainability toolkit

The pier sustainability toolkits have been compiled from a combination of sources. Analysis

of the pier review database of all 61 seaside piers, alongside interviews with the ten best

practice pier owners provided insight into the management, operation and investment

practices alongside the key challenges faced by British seaside piers. In addition, best

practice management principles from the wider tourism and leisure industries have informed

the development of the toolkits.

The toolkits are tailored to the pier type: Seaside Special; 21st Century Innovator; and

Heritage piers. The toolkits outline a range of management techniques to ensure the long-

term sustainability of these piers, covering the following: Ownership and operational

models; strategic mission and vision; the most appropriate forms of revenue generation;

marketing and promotion techniques; human resource management; suitable investment

priorities; overcoming, minimising or planning for key challenges; and where monitoring and

evaluation is required.

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Pier Sustainability Toolkit: Seaside Special Piers

Sustainable ownership/operational models:

Strategic mission/vision:

Revenue generation:

Marketing and promotion:

Human resource management:

Investment priorities:

Overcoming challenges:

Monitoring and evaluation:

Commercial sector ownership

and operation

Partnership: public sector ownership with

commercial sector operation/ facilities

Tempered

profit

maximisation

strategy

Organisational objectives

based on financial

sustainability

Key performance indicators:

Return on investment; visitor

numbers; visitor satisfaction

Medium-term

vision: 5 to 10 years

Multiple attractions and facilities

aimed at core family market for

visitors and local residents

Pier events and

venue hire

Minimising seasonality

with indoor attractions

and facilities

Leasing of specialist

attractions and

facilities

Discounts and

promotions for low

season targeted at

local residents

Use of PR through

relatable figurehead

and/or pier mascot

with CSR focus

Consistent use of social

media for relationship

marketing, targeted

competitions and promotions

Use of inhouse

branding, licensed

evergreen IP, or

sponsorship

Minimising seasonality to maintain

skilled and experienced employees and

reduce seasonal recruitment costs

Retention through staff

training and development with

opportunities for internal

promotion

Inhouse pier maintenance

team + specialist contractors

for major refurbishments

Annual budget for pier

maintenance and

structural surveys

New/upgraded flagship attractions on a

quadrennial cycle to increase repeat custom,

marketing opportunities, and visitor numbers

Multiple attractions and

facilities to appeal to all

target markets

Effective business continuity

plans and systems – may

reduce insurance premiums

Capital reserves in budget

for unforeseen pier

maintenance or repairs

Partnerships with third sector for

external funding bids for significant repair

of pier substructure

Pier structural

surveys

Monitoring latest

industry and consumer

trends

Annual monitoring and evaluation of KPIs: visitor numbers,

spend per head, customer satisfaction, EBITDA, Marketing

activity ROI, employee satisfaction/turnover

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Pier Sustainability Toolkit: 21st Century Innovator Piers

Sustainable ownership/operational models:

Strategic mission/vision:

Revenue generation:

Marketing and promotion:

Human resource management:

Investment priorities:

Overcoming challenges:

Monitoring and evaluation:

Commercial sector

ownership and operation

Partnership: public sector ownership with trust

and/or commercial sector operation/ facilities

Tempered

profit

maximisation

strategy

Organisational objectives based on

financial sustainability often combined

with wider socio-economic benefits

Key performance indicators:

Return on investment, visitor

numbers, community benefits

Long-term

vision: 15

to 20 years

Multiple attractions and facilities aimed at

specific/niche visitor markets and/or local

community

Pier events

and venue

hire

Minimising seasonality

with indoor attractions

and facilities

Offering a USP in

resort/ from

competitor piers

Clear and distinctive

target markets/

niche markets

Events and promotions

during low season targeted

at local community

Distinctive inhouse

branding of flagship

attractions

Effective relationship

marketing via social media

and use of PR to raise

awareness of CSR activities

Core team of paid employees

supplemented by volunteers

(where appropriate)

Inhouse pier maintenance

team + specialist

contractors for major

refurbishments

Inhouse events

management and

marketing teams

Annual budget for

pier maintenance and

structural surveys

Maintain core flagship attraction/USP and

upgrading of secondary attractions/facilities

(complementary to core offer) on a biennial basis

Quality and innovative

products and attractions to

increase repeat custom

Capital reserves in

budget for unforeseen

pier maintenance or

repairs

Providing long-term leases

to commercial or third

sector operators/

attraction providers

Effective crisis

management plans

and business

continuity systems

Annual market research

and/or public

consultation events

Pier structural

surveys

Annual monitoring and evaluation of KPIs: EBITDA, visitor

satisfaction, CSR objectives, visitor numbers/seasonality

reduction, employee retention & satisfaction

Attractions sector

consultants for major

developments/ new

attractions

Partnerships with third

sector for external

funding bids for significant

repair of pier substructure

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Pier Sustainability Toolkit: Heritage Piers

Sustainable ownership/operational models:

Strategic mission/vision:

Revenue generation:

Marketing and promotion:

Human resource management:

Investment priorities:

Overcoming challenges:

Monitoring and evaluation:

Public sector

ownership

and operation

Partnership: public sector ownership

with trust and/or commercial sector

operation/ facilities

Partnership: Third sector/

trust ownership and

operation with commercial

sector facilities

Third sector/

trust ownership

and operation

Social welfare

maximisation strategy

Organisational

objectives based on

preservation of heritage

Key performance indicators:

Benefits to local community,

environment and economy

Long-term vision:

15 to 20 years

Leasing of pier operation/ facilities/

attractions to commercial sector

and/or third sector

Pier events and

venue hire

Operation of multi-

purpose pier visitor centre

Modest

pier toll

Encouraging local community

engagement through low season

free events and activities

Pier a central feature of

wider resort marketing

strategies for the visitor

market

Integrated

marketing with

other heritage

attractions

Appropriate

commercial

sponsorship suitable

for heritage pier

Core management team with a range of skills/ expertise

including fundraising/ bid writing, project management,

marketing and operations management alongside

engineering/ maintenance skills

Specialist

contractors for

pier maintenance

and restoration

Volunteers to fill roles

such as customer facing

roles, social media, and

basic maintenance

Ringfencing of budget for

annual maintenance and

structural surveys

Development/ redevelopment within

planning or listed status guidelines

All-weather multipurpose space/

visitor centre at pier’s entrance

Prioritising revenue and capital

spend on pier in an era of

public sector funding cuts

Providing long-term leases to

commercial or third sector

operators/ attraction providers

Developing and maintaining impetus

and enthusiasm among third sector

owners and operators

Annual market research

and/or public consultation

events

Pier structural

surveys

Monitoring of visitor

numbers and average

spend per head

Key performance

indicators: annual

monitoring and evaluation

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8. CONCLUSIONS

8. Conclusions: Sustainable seaside pleasure piers

There are currently 61 seaside pleasure piers around the British coast, many of which are

circa 150 years old. This inevitably raises the question of the long-term sustainability of

these iconic landmarks, especially as they now require increased levels of maintenance and

face numerous risks and threats. The growing concerns around climate change, predicted

rising sea levels and storm surges mean that these structures will face further challenges in

the future.

Nevertheless, the toolkit has highlighted ten best practice piers which demonstrate

adaptability, resilience, and the wider importance of these piers to the resorts in which they

are located. The toolkits, tailored around three different types of pier, provide a roadmap to

ensure the future sustainability of these structures. Seaside piers are landmark attractions

for seaside resorts and an important facet of British cultural identity.

8.1 Recommendations

1. Clear strategic direction: Pier owners, regardless of sector, should implement a

strategic planning cycle for their piers. Piers in the commercial sector should operate

a 5-year strategic plan with realistic and achievable targets and objectives. In the

public sector Councils should develop longer-term strategies of ten to fifteen years

for their piers, perhaps as part of wider town/city plans. Piers operating in the third

sector should consider a series of 5-year plans with a longer-term objective for the

overall direction and development of the pier.

2. Scenario planning and crisis management: Pier owners are currently not considering

the potential longer-term risks to their structures from climate change. Business

continuity and crisis management plans should be developed as a matter of urgency

for all piers.

3. Long-term partnerships: Piers that operate under public ownership should extend

operations or facility/attraction leases to commercial enterprises on the pier. Short-

term leases discourage commercial investment in the pier due to time constraints on

return on investment.

4. Funding for piers: There are a number of external funding bodies that have

generously supported piers in the public and third sectors. However, funding

opportunities for private/commercial sector piers remains limited. Due to the

significant cost of structural maintenance and the wider socio-economic benefits of

piers, it is recommended that business rates for piers be reduced and the monies

saved ringfenced for structural maintenance. Reduction in rateable value would

enable private/commercial sector piers to further invest in the maintenance and

repair ensuring the sustainability of the pier.

5. Pier insurance: High insurance premiums due to the risks associated with piers result

in very few piers being insured for full loss. It is recommended that a code of

practice be developed by the insurance sector in conjunction with pier owners in

order to reduce risk and lower premiums. The code of practice should focus on

steps to minimise security risks, fire, storm damage, alongside effective emergency

response plans.

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8. CONCLUSIONS

6. Monitoring and evaluation: Most piers do not have quantifiable visitor numbers

and/or spend per head figures. Pier owners and operators should install footfall

monitors/cameras to ascertain annual visitor numbers and seasonal variations.

Market research should be undertaken to further comprehend market

characteristics, consumer behaviour and satisfaction levels. Informed management

and investment decisions can then be made on this basis.

7. Technological and engineering developments: Research and development of effective

and affordable storm surge wave dispersal techniques is required to mitigate the risk

of storm damage to piers. New designs and materials for pier substructures should

be investigated to reduce maintenance costs and requirements.

8. Future pier functions: As piers become increasingly costly to maintain, the function

of piers should adapt and evolve. Investigation into the potential for piers to

generate renewable energy through solar, wind, or wave power should be pursued,

enabling the piers of the future to be multipurpose sustainable structures.

Pier Review: Sustainability toolkit for British seaside piers ©2020

ISBN: 9781858993195

Written and compiled by Dr Anya Chapman, Steven Richards & Professor Adam

Blake, Bournemouth University